ACB’s fabalish brand refresh highlights the fabulousness of the chickpea
Fabalish’s refreshed logo retains the fun typography and classy gold foil and is given depth with the addition of a shadow
During an interview shortly after graduating from the Natural Gourmet Institute of NYC, Jessica Gebel was asked to prepare several dishes. Feeling that her main dish needed a creamy sauce, Gebel was inspired and turned to aquafaba, the strained water from canned chickpeas. And why? Well, it’s often considered “liquid gold” as it has properties similar to eggs.
Jessica’s love affair with aquafaba grew and led her to launch Fabalish, a line of vegan dips and snacks based on chickpeas and aquafaba. Vegan dips in Fabalish’s lineup include a classic mayo, chipotle mayo, ranch, tzatziki, queso, a Mr. Bing chili crisp ranch collab, and “Fab-a-Dip,” a “smoky special sauce” that goes great on burgers, pizza, fries, sushi, and as a chip dip.
As the brand grew and landed on more store shelves, Fabalish felt it was due for a brand refresh. Working with studio ACB, Fabalish’s new branding builds upon the previous identity with tweaks to the logo, color palette, and photography on the pack.
Fabalish’s refreshed logo retains fun typography and classy gold foil and is given depth with the addition of a shadow. The dot about the “i” is a whole chickpea, the first of several appearances for the nutritious legume. More typography changes lend approachability and a touch of casual-cool, reinforcing the notion that food is to be enjoyed, vegan or otherwise.
The color palette is also refined, giving Fabalish a retro-like livery that works well with the logo. New food photography uses more ingredients, highlighting plant-based recipes and appealing, tasty ingredients.
ACB’s refresh of Fabalish dials up the fun and retro-funky visual look while turning down the “plant-based” aspects. The branding is attractive, and the vegan bona fides are still present, but the refresh focuses on the tastiness of chickpeas and other vegetables more than just being another plant-based brand.
Author: Rudy Sanchez
