The Story of Feli

Portfolio Feli's Kitchen

  • Industry:

  • FMCG


Established in the UAE, Feli’s Kitchen is a family owned business, launched by a passionate entrepreneurs and food gurus.  Seeing an opportunity in the recent growth of frozen foods industry, client aimed to bring international snacks to the table of the busy families in the UAE and Middle East region. Relying on JPd’s established strategy approach for the branding process, client was looking to find a solution that would help them enter the competitive retail market.


With already established strong retail competitors within the region, JPd agency was assigned to create full brand identity work and packaging design for the product range.
Key agenda was to create a new packaging concept that would convey the story and feel of the brand and attract to the local audience, as well as be flexible for the brand expansion across the Middle East region and beyond.  


JPd team performed an in-depth market analysis for the frozen food industry to identify central opportunities for the brand. Key findings helped JPd team to strategically position product range and develop brand identity that would successfully attract and engage with target audience. Additionally, JPd proposed several packaging concepts to ensure product stands out on the shelf and catches consumer’s eye.

Scope of Work

  • Brand Research & Analysis
  • Brand Positioning
  • Brand Identity
  • Brand Look & Feel
  • Design System
  • Brand Touch-points
  • Packaging Design
  • Packaging roll-out
  • Brand Guideline

PORTFOLIO Our Latest Work

Branding Agency in Dubai | JPd

JPd is an award winning branding agency in Dubai specialising in Brand Strategy & Positioning, Brand Identity and Design Services for business owners and SME's in Dubai and around the World. The team at JPd has become the number one choice for Entrepreneurs needing to build a long lasting brand and achieve market success within the UAE and beyond

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