Revitalizing Tradition: The Familia Feliz Farinha De Trigo Brand Redesign.
Newaco Grupo, SA, a reputable trading company with a primary focus on FMCG (Fast-Moving Consumer Goods) in Africa, is delighted to introduce Familia Feliz, its flagship wheat flour brand. Boasting a heritage dating back to 2020, Familia Feliz has earned the respect and appreciation of both experienced customers and enthusiastic home bakers. Familia Feliz recognizes that the cornerstone of delectable baked goods lies in the quality of the flour. As such, it is unwavering in its commitment to delivering unwavering excellence and preserving the distinctive qualities that ensure consistently outstanding results.
Project Brief:
Newaco Grupo.SA, the Group Company, entrusted us with the task of redesigning their flour brand, Familia Feliz. My objectives included:
· Enhancing logo visibility on the front packaging for increased brand recognition.
· Emphasizing the brand’s positioning and advantages.
· Creating a packaging design that exudes confidence and authority.
SOLUTION:
I embarked on the project by conducting a comprehensive assessment of the current packaging design, identifying key areas in need of enhancement. A primary concern centered around the packaging’s visibility when placed on store shelves. The design featured a clear demarcation between a prominent white section adorned with vector graphics related to the bakery, which resulted in a visual imbalance and made it difficult to immediately recognize the brand. This inconsistency in visual presentation hindered the effective communication of the product’s distinctive qualities. Furthermore, the prior design, characterized by a gloomy depiction of a wheat field, did not succeed in generating a positive perception of the brand.
The previous design lacked character and struggled to inform consumers about what set Familia Feliz flour apart from the competition, leaving the value of its premium pricing undisclosed. The use of contemporary fonts and photography style gave the brand a somewhat distant and austere appearance compared to competitors like Nacional, Alimo and Tio Lucas.
My challenge was to maintain a sense of continuity while redirecting the brand’s appeal, shifting it from targeting ambitious and independent consumers to resonating with tradition.
The redesigned packaging maintains the familiar light brown background adorned with a charming paddy illustration, evoking a connection to nature and the use of 100% natural ingredients. Introduce a fresh photograph that beautifully captures the art of cooking, creating an inviting and cozy kitchen atmosphere.
My primary focus was to ensure that the “Familia Feliz” brand name occupies a central position, ensuring its prominent visibility on the packaging. Additionally, I meticulously crafted an icon that symbolizes the essence of family and family culture, creating a distinct and memorable image. This symbol serves as a bridge between Familia Feliz and the values of a healthy family and tradition.
In the lower section, you’ll find dedicated zones thoughtfully designed to provide essential product information and package details. Each of these sections is clearly differentiated by its unique color, making it effortless for consumers to distinguish among the various flour varieties.
Following the redesign, a subsequent audit confirmed the significant transformation and increased effectiveness of the design. Familia Feliz now stands out boldly on store shelves, effectively relaunching a brand that was previously known primarily among industry professionals due to its inconspicuous branding. The new design confidently announces the brand’s presence, and the mascot, symbolizing a family united through the love of baking, resonates deeply with homemakers and traditionalists, inviting them to create cherished moments in their kitchens.
