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Feli's Kitchen is a locally grown frozen food puff pastry brand that was launched in Dubai – United Arab Emirates by passionate entrepreneurs and food gurus. The client sought a strategic solution to enter the highly competitive FMCG market, with expected growth within the frozen food sector.
What we did
> Brand Strategy
> Tone of Voice
> Brand Identity
> Packaging Design
> Brand Guidelines
The Jpd team faced several challenges when tasked with developing a strong brand that would appeal to young professionals, mothers and kids, and be flexible enough to expand to various categories and markets. With negative attitudes towards the frozen products industry and a lack of advertising budget, it was crucial to develop a simple yet compelling brand story to engage both B2C and B2B audiences. Brand positioning and market demand were essential to secure a place on the market shelves.
Jpd team conducted extensive research, including mystery shopping, survey analysis, desktop research, and client interviews, to understand consumer purchase behaviour traits and key needs and complaints. This helped identify challenges and opportunities, leading to the proposal of a brand positioning centred around cherishing family moments while not compromising on the flavour and quality of family meals and snacks. A brand mascot, Feli the Chef, was created, offering various opportunities to engage with mothers and kids.
Feli's Kitchen products gained success in the UAE market, with representation in one of the largest supermarket chains, capturing 30% of the retail market. Currently, Feli's Kitchen owns 25% of its product segment. The brand expanded to several markets, including Saudi Arabia, Bahrain, Oman and Qatar, exceeding the original business plan.
"Jpd's work has been well-received, and won an award for the packaging. Organization and flexibility are hallmarks of their work. Consistent communication, responsiveness, and the ability to work with startups justify the investment and make them a valuable partner."
Lilia Saimua
Co-Founder of Feli's Kitchen
Transform Awards MEA
Silver Award Winner
Best use of packaging design
