Research showed young Muslim shoppers don’t shop the same way their immigrant parents do. Levitts goal was to be disruptive in its branding for a new line of halal deli meats and to get the attention of liberal, young mothers. Levitts and Nourish built an unexpectedly bold brand, eschewing the traditional look of competing products, with its bright colours both eye-catching and Instagrammable. This memorable brand look has contributed to the products’ success, as Levitts works hard to fill sold-out inventory at multiple shops.