ABOUT

BRIEF
Hummus Republic had grown into a multi-location chain, but still looked and felt like a mom-and-pop shop. Customers didn’t see them as a serious player in the fast-casual space. Their identity didn’t match their scale or potential. They needed to reposition themselves as a modern, national brand. The brief was clear: help us look like the chain we already are.

PROBLEM
The product was strong, but the perception wasn’t.
The brand lacked cohesion across locations. Visuals felt outdated. Messaging was inconsistent. There was no emotional connection between the brand and the people it served. In a crowded category, Hummus Republic didn’t have a distinct voice or look. The goal was not just to compete with leading QSRs, but to stand out with a lifestyle-led presence.

CONCEPT
Fresh Habits
The concept started with a simple insight. Everyone eats differently. Some care about calories, others about sourcing, others about taste. Hummus Republic’s customizable menu wasn’t just convenient. It was a way to make healthy eating personal.

We called it Fresh Habits. A new ritual that fits into your lifestyle, whatever that looks like.
To bring it to life, we created seven personas that reflect real behavior and real needs:

The Gym Junkie
The Plant-Based Foodie
The Calorie Counter
The Gastronaut
The Mindful Eater
The Fast Foodie
The Picky Eater

Each one became a creative anchor. The strategy wasn’t about pushing one ideal. It was about showing that whoever you are, there’s a Fresh Habit waiting for you.

EXECUTION
1. Strategic Foundation
We didn’t just build a new brand. We built a system. The seven personas gave us a framework to speak to customers with relevance and consistency. It allowed every touchpoint to feel personal without losing focus.

2. Visual Identity Overhaul
The new identity had to feel modern, fresh, and built for scale. We took cues from lifestyle media, not restaurant branding. The SCHABO font gave headlines the boldness and elegance of a magazine cover. The color palette balanced natural greens with vibrant accent tones to create a clean but energetic feel. Photography focused on real people and real food. No harsh lighting or artificial setups. Just fresh ingredients in natural light, shot with care and intention.

3. Verbal Identity and Messaging
The tone of voice was designed to sound like a supportive friend. Warm, confident, and clear. Never forced, never trying too hard. We built messaging around the personas, with each one leading its own narrative. “Fresh Habits for the Gym Junkie.” “Fresh Habits for the Mindful Eater.” These weren’t slogans. They were points of identification. They made people feel seen.

4. Branded Touchpoints
Every channel was touched. The website was redesigned with a clear build-your-own flow and clean visual hierarchy. In-store signage introduced the personas with bold visuals and affirmation copy. Social content was templated and systemized to create consistency across locations. National promotions like Falafel Day and Mother's Day became brand-building moments. They were proof of the brand’s new tone, voice, and identity in action.

RESULTS
Clear shift in perception from local eatery to scalable QSR brand
Consistent identity across stores, menus, website, and social
3x increase in social media engagement post-rebrand
Franchise inquiries rose significantly following the launch
Stronger connection between customers and the brand, supported by feedback referencing the new tone and visual language
+$2.5 on average per order