Strategies to elevate a family-run start-up to a regional leader?

Client

Feli's Kitchen

What we did

Brand Strategy • Visual Identity • Packaging Design

Industry

Retail

Overview

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.

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The Challenge

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.

Our Solution

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.

Feli's Kitchen | Packaging Design | Jpd Branding Agency Dubai UAE

Feli's Kitchen | Social Media | Jpd Branding Agency Dubai UAE

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The Results

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.

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"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

We're one of the best branding agencies based in London, United Kingdom and Dubai, United Arab Emirates, called Jpd. As experienced creative brand consultants, we're a full-service branding agency that develops effective brand strategies, creative ideas, packaging design, and user-friendly web design for businesses across various industries. Our unique approach, research and branding services involve fostering a mindful and collaborative environment to create powerful and distinctive brand strategies and brand communications to help companies thrive and stay ahead.
Under the leadership of our Managing Director and Founder, James Pass, we're the best branding design agency in Dubai, UAE and London, UK; we have proudly received numerous accolades, including the TransformAwards MEA and Business Vision Awards, for our track record in brand positioning, visual identity, rebranding and brand communication.
Before establishing the Jpd agency in London, James Pass was the Creative Director at Landor & Fitch, the world’s leading brand consultancy. With notify project work for Jumeirah Group, Masdar, EMAAR, HiltonHotels, Rotana Hotels and Nadi Pharmacy. His country experience ranges from Dubai, UAE, Riyadh, Saudi Arabia, and London, UK.
Working with global businesses and regional start-ups within the MENA Region (Saudi Arabia)and around the World, our creative team of strategists and designers at the agency bring experience to the table in crafting the perfect outcome to build brand recognition. We provide insights, guidance, and resources that enable you to succeed using a comprehensive approach from start to finish.
Our mission as the best branding agency in Dubai and London is to empower organisations in the Middle East region, Saudi Arabia, the USA and Europe through the power of the brand by delivering high-quality services. Our team of experienced and passionate branding professionals from London, Dubai, New York, and San Francisco provide clients with creative solutions, strategies, digital design and packages tailored to meet their needs, goals, and budget. Whether you’re looking for a full-service brand experience or need help with one aspect of your marketing strategy, our skilled agency will deliver exceptional results.
As a full-service creative agency in London and one of the best branding agencies, our team believes that a brand is not just a logo but the collective experience you and your customers have. We help you as a marketing agency uncover insights, define your unique identity, build customer relationships, and create an end-to-end experience that branding builds brand loyalty and trust and enhances your brand's potential success.
We build brands as a marketing agency by partnering with full-service digital agencies that create user-friendly digital solutions, website design, UI design and web development to build digital strategies that drive measurable results and success for your company. Our broad portfolio of services also includes visual brand identity design, logo design, user experience design, website design, packaging design and more!
By combining brand strategy & marketing strategy, we collaborate with your communication agency to develop a coherent public relations framework to build long-lasting relationships with your target audience and workforce.
We have long-term experience and expertise working on brands within Hospitality, the Government of Dubai UAE, Real Estate, Engineering, Energy, Oil & Gas, Retail and Investment sectors from Start-ups to established businesses, holding companies and stock-listed conglobates in Saudi Arabia, united kingdom, united arab emirates and around the world. By working closely with your CEO, managing director, chief marketing officer, marketing team and people, we work together as your extended department to meet your business needs and define purpose.
Whether it's creating an entirely new look or rebranding your established business enterprise, Jpd build brands with impactful results. Let's talk and start your brand journey!

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Feli's Kitchen