Helbawi

Reimagining a Lebanese icon for its next chapter of growth.

The Collaboration

For generations, Helbawi has been part of Lebanon’s relationship with Eastern sweets — built on craftsmanship, quality and a taste that has become deeply familiar across generations. As the brand entered a new phase of growth, expanding its presence across Lebanon while looking towards regional and international markets, Helbawi partnered with House of Media to evolve the brand without losing what made it distinctive. Our partnership went far beyond individual campaigns or communication pieces. HOM became a strategic, creative and executional partner across the brand — helping shape how Helbawi looks, communicates, presents its products and shows up across every customer touchpoint. The ambition was clear: build a contemporary brand with the strength to travel, while keeping its Lebanese soul intact.

The Creative Direction

The opportunity was not to replace Helbawi's heritage, but to give it a stronger contemporary expression. HOM worked across the entire brand ecosystem, creating a more cohesive visual language and establishing a consistent experience across packaging, retail, advertising, digital and commercial communications. We brought together strategy, creative direction, design, content and production to ensure that every expression of the brand felt connected — from the product sitting on a shelf to a campaign occupying the streets of Beirut.