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A delicious chickpea snack, new to the US market

Brand Strategy | Packaging | Website | Tradeshow

The founders of Lebby approached us with an appetizing challenge: to revitalize their brand identity and packaging for a nostalgic chickpea snack born from a 500-year-old recipe, and introduce it to the US market.

Our strategy was to focus consumer attention on the taste appeal of the snack by making the brand enticing enough to catch the eye and entice the unfamiliar to try it. We needed to create an identity that informed and educated without overwhelming our target audience.


To establish Lebby as a fun, quirky and modern product that disrupts the highly-saturated US market of healthy snacks.

LBY Logo

Branding & Packaging

We created a logo that defied all chickpea conventions: a whimsical and contemporary custom typeface that’s as catchy as the name itself. Next, we built the brand on a beige backdrop – a subtle nod to their promise to no artificial ingredients, and a prime invitation for Lebby to own the color in their category.

LBY Full Width Floating
LBY Full Width Flying Chickpeas
LBY Full Width Color Diagonals
LBY Before & After

Web Design

With a brand manifesto clearly defined and a strong visual identity in place, we got to work designing Lebby’s digital home. Playful animations and bright graphics convey the joy of the snack, telling their origin story through custom illustrations, lifestyle photography –– and of course, conversational chickpeas, encouraging you to buy from the custom e-commerce site we designed.

LBY Website All Formats
LBY Website Desktop

Illustration & Typeface

We created various design elements to help Lebby communicate and articulate their brand voice in an approachable way – from custom typography to personable iconography. Conversational speech bubbles were designed to proudly introduce Lebby to the world by shouting, “I’m a Chickpea Snack!”

LBY Illustration Bubbles
LBY Icons
LBY Typeface

When working with Pollen, I know they are truly listening. We credit a lot of Lebby's success to Pollen – we would not be where we are today without their partnership, passion and support.

LBY Testimonial

Onur Oz

Founder & CEO, Lebby