YEAR
2024
YEAR
2024
ABOUT THE PROJECT
Tnuva is an Israeli food development and marketing company.
This personal project explores a rebranding concept tailored for the ultra-Orthodox community, redefining the brand’s visual and verbal language to better align with its cultural context.
CLIENT
TNUVA
YEAR
2024
SERVICES
Brand Identity, Graphic design, Packaging
(01) THE FOUNDATION
THE SEARCH
The process focused on biblical typography, Torah manuscripts, and traditional ornamentation. By studying architectural patterns, decorative frames, and ceremonial textiles, the goal was to distill a visual language defined by symmetry, repetition, and refined detail.
THE IDEA
To shift the brand narrative from “growing up in an Israeli home” to “growing up in a Jewish home” . Aligning the message with the values and identity of the target audience. The concept builds a bridge between a contemporary food brand and a deeply rooted cultural world, using design as a tool for connection and familiarity.
(02) THE IDENTITY
VISUAL LANGUAGE
Typography takes a central role, echoing the tone of traditional Hebrew forms while remaining clear and modern.
Subtle ornamental patterns are used to enrich the surface without overwhelming it, creating a sense of depth, structure, and cultural resonance.
COLOR PALETTE
Warm neutrals and gold tones create a sense of warmth and subtle elegance.
Gold accents add a feeling of value and respect, while the soft palette maintains clarity on shelf.
OLD
NEW
(03) THE STRATEGY
THE AUDIENCE
Israel’s ultra-Orthodox community . A culturally distinct audience with strong visual codes, values, and expectations.
THE VALUES
Tradition, trust, and respect.
The rebranding aims to create a sense of belonging by aligning the brand with the audience’s cultural and spiritual world, while maintaining clarity, quality, and accessibility.
