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Feli's Kitchen is an indigenous UAE brand specializing in frozen food puff pastry. They aimed to establish a distinctive brand identity and digital presence that resonates with their target audience. They aimed to differentiate themselves through on-shelf presence and engaging brand identity while remaining aligned with their quality and affordability core values. The Jpd team conducted comprehensive research to understand consumer behaviour and needs, leading to a brand positioning focused on cherishing family moments without compromising flavour and quality. With the introduction of a brand mascot, Feli the Chef, they aimed to enhance brand engagement with mothers and children. Feli's Kitchen strives to lead the frozen food industry, prioritizing innovation, quality, and customer satisfaction.
Brand Strategy, Brand Voice, Brand Identity, Collaterals and Stationery, Packaging Design, Brand Guidelines, Social Media
Feli's Kitchen needed to establish a unique brand identity and on-shelf presence to stand out among its competitors. The challenge was to create an engaging identity while staying true to the client's core values of quality and affordability. 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 critical 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 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.
The brand positioning resulted in positive changes to the perception of the frozen food industry. The development of Feli the Chef and the implementation of marketing campaigns helped increase sales by 30% within a year, positioning Feli's Kitchen as one of the leading brands in its sector.
Feli's Kitchen successfully entered the competitive FMCG market with affordable, high-quality snacks and meals. The strategic approach resulted in positive changes to customer perception, increased online visibility, and improved sales for the client.
"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
