Featured image for Soom's Tasty Tahini Gets a Delicious Makeover Thanks to Pulp+Wire

Soom's Tasty Tahini Gets a Delicious Makeover Thanks to Pulp+Wire

by The Dieline on 04/29/2022 | 2 Minute Read

"Drip, drizzle, or devour." That's the creative vision behind Soom Foods' elevated packaging rebrand.

Soom is the tahini you never knew you needed, the perfect complement to elevate your favorite dishes—and the Soom sisters knew it was time to rebrand. 

Pulp+Wire was tasked with the delicious challenge to bring the delicate yet critical informational elements to the forefront of the packaging while giving each roasted and ground sesame tahini SKU in Soom's product line an elevated look. 

Editorial photograph

P+W started with a full discovery to explore the best color and visual exploration for the brand. The end result led to a whimsical illustration of the product in action, harnessing the moment the tahini drips off the spoon with a touch of gold to highlight the magic of the premium sesame seeds that sit at the heart of the brand. 

Editorial photograph
Editorial photograph

In addition to the tahini’s new look, Pulp+Wire polished Soom’s Silan Date Syrup to present and position it not only as a sweetener substitute but as a topping for roasted veggies or even pancakes.

"With the help of Pulp+Wire, Soom finally looks as good as it tastes," says Soom co-owner Amy Zitelman. "I'm thrilled with the results of our branding journey as it truly evokes quality and connection! It's a joy to share our product and website. I appreciated Pulp+Wire's process towards reaching the look that was just right, openness to our feedback, and their commitment to execute our vision. I've gotten rave reviews from colleagues and friends."


The last step in bringing the new look to life was the brand's website. With lifestyle pictures of daily applications weaving in design elements from the packaging, Pulp+Wire’s team brought Soom to life while paying homage to the brand's roots. 

Editorial photograph

"This new look has taken Soom to the level it deserves to be at," says Jackie Zitelman, another of the brand's sister co-founders. "We went from standard to 'wow.' Honestly, I never realized how much our brand needed this refresh." 

“Approachable, sophisticated, and incredibly polished,” says Shelby Zitelman, COO and co-founder. “Soom Foods evokes a vibe we all want in the kitchen.” 

Go here to learn more about Pulp+Wire!

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