Brugmannlaan 12A, 1060 Sint-Gillis, België

Design: DesignRepublic
Location: Belgium
Project Type: Produced
Client: By Oummi
Product Launch Location: Europe
Packaging Contents: Fresh dishes of Mediterranean and Middle Eastern food
Packaging Substrate / Materials: Plastic
Printing Process: Offset

By Oummi, the world on your plate.

At the start of 2020, DesignRepublic was approached by Tiqah, an ethnic marketing agency founded by Rachid and Fatima. The objective was to create an identity for the brand ‘By Oummi’, Arabic for mother. The brand stands for fresh dishes out of the Mediterranean and Middle Eastern kitchen brought to you in the supermarket. The target audience is wide: from the adventurous foodies looking for authentic and qualitative world dishes, to the ethnic consumer looking for convenience.

All By Oummi products are halal, but deliberately we did not put too much emphasis on this: this brand has to radiate trust towards all its customers without putting them into boxes. And what a success it is: we are one year since the first briefing and the products are already sold in Albert Heijn, Carrefour and Delhaize (Belgium + Holland).

What’s Unique?
We created a brand that, at the same time, attracts adventure foodies and ethnic halal consumers without putting them into boxes.