Goodbye,
beefy!
Hello, feefi!
Feefi
RND | branding | packaging
A young brand creating meat alternatives, named as a reference to the phrase "Fe Fi Fo Fum" shouted by the Giant in the English fairy tale "Jack and the Beanstalk."
Develop brand positioning, brand guidelines, packaging design, and company website capable of attracting target audience.
Task:
The brand’s competitors are major players in the US market. To establish the brand, the Matters team made a dive into the consumption scenarios for plant-based products, determining the ideal weight (ounces/grams) per package, material, and cost of packaging.
Together with the Feefi team, we conducted market and consumer research, forming the basis for the brand’s positioning and packaging design.
Soft, organic, soybean-evoking shapes in the logo, colors, and other identity elements were aimed to highlight the organic origins and connection to the "Jack and the Beanstalk" tale.
Together with the Feefi team, we conducted market and consumer research, forming the basis for the brand’s positioning and packaging design.
Soft, organic, soybean-evoking shapes in the logo, colors, and other identity elements were aimed to highlight the organic origins and connection to the "Jack and the Beanstalk" tale.
Solution:
