Setting the table for a happier world


Discover and tell a meaningful story of health and sharing. Armed with a vision for global wellness and an expressive name, Strauss and PepsiCo wanted to connect more meaningfully to their new, shared proposition. That meant creating a brand story, but also a heavily vetted strategy and design blueprint for launching a new-to-world product in diverse markets.


We positioned Obela as a force for good—a healthy, shareable food brand that enriches the world through multicultural taste experiences. Expressing this idea honestly meant tapping into globally appetizing symbols for happiness and wellbeing. Fresh, authentic experiences would be the heart and soul of the international brand. Following a deep-dive research initiative, FutureBrand crafted a corporate look and feel as well as a packaging suite for a growing family of Obela products.


Today, following successful launches in both countries, Obela is shared and loved in both Mexico and Australia, with plans to expand into new markets in the coming years. With a story, strategy and look that translates globally, Obela is positioned for a very bright future.