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Hummus Republic's rebranding journey was a strategic shift from being perceived solely as a Mediterranean Cuisine restaurant to embracing a more holistic approach centered around the concept of Fresh Habits. This transformation included redefining the brand's core values to align with changing societal trends and consumer preferences. As a build-your-own restaurant, Hummus Republic developed seven distinct personas to cater to a diverse range of customers, ensuring that every individual felt a personal connection to the brand.





The rebranding strategy extended beyond just a visual makeover. It encompassed a complete overhaul of the brand's identity, including changes to the color scheme, typography, logo, and overall tone of communication. This new approach aimed to present Hummus Republic as a fresh and modern brand that resonated with a wider audience.

Every aspect of the brand, from store design to email campaigns, was meticulously crafted to reflect this new identity. The goal was to create a cohesive brand experience that not only attracted new customers but also retained existing ones. By focusing on the Fresh Habits strategy, Hummus Republic positioned itself as a brand that not only offered delicious food but also promoted a lifestyle centered around healthy and mindful choices.

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