ORIGIN

The branding began with rethinking the foods every Israeli grew up with. 

Flavors like kuba, shawarma, and salami were taken out of their traditional context and reimagined as a bold, modern snack.

The identity followed that move with loud colors, sharp contrasts, and a young, unapologetic tone. The result is a fresh spin on deeply familiar tastes, made for casual moments, shared nights, and the kind of snack that naturally sits next to a beer at home.