Felix: Brand transformation through insights, positioning strategy and identity design.

Felix: Brand transformation through insights, positioning strategy and identity design.

Felix: Brand transformation through insights, positioning strategy and identity design.

Felix: Brand transformation through insights, positioning strategy and identity design.

Felix: Brand transformation through insights, positioning strategy and identity design.

Silver’s tasks
• Omni brand identity
• Packaging design
• Positioning strategy
• Portfolio management
• Trend analysis
• Insight

Background / Insights
Felix is one of Sweden’s biggest and most loved food brands. In 2013, Felix identified a need to revitalise the brand and the portfolio. The design looked dated and the brand lacked products within healthy and natural products. The brand didn’t signal flavour which was identified as a key driver for the Felix consumer.

Silver’s tasks
OMNI Brand Identity / Packaging design / Positioning strategy / Portfolio management / Trend analysis / Insight

Background / Insights
Felix is one of Sweden’s biggest and most loved food brands. In 2013, Felix identified a need to revitalise the brand and the portfolio. The design looked dated and the brand lacked products within healthy and natural products. The brand didn’t signal flavour which was identified as a key driver for the Felix consumer.

Silver’s tasks
OMNI Brand Identity / Packaging design / Positioning strategy / Portfolio management / Trend analysis / Insight

Background / Insights
Felix is one of Sweden’s biggest and most loved food brands. In 2013, Felix identified a need to revitalise the brand and the portfolio. The design looked dated and the brand lacked products within healthy and natural products. The brand didn’t signal flavour which was identified as a key driver for the Felix consumer.

Silver’s tasks
OMNI Brand Identity / Packaging design / Positioning strategy / Portfolio management / Trend analysis / Insight

Background / Insights
Felix is one of Sweden’s biggest and most loved food brands. In 2013, Felix identified a need to revitalise the brand and the portfolio. The design looked dated and the brand lacked products within healthy and natural products. The brand didn’t signal flavour which was identified as a key driver for the Felix consumer.

Silver’s tasks
OMNI Brand Identity / Packaging design / Positioning strategy / Portfolio management / Trend analysis / Insight

Background / Insights
Felix is one of Sweden’s biggest and most loved food brands. In 2013, Felix identified a need to revitalise the brand and the portfolio. The design looked dated and the brand lacked products within healthy and natural products. The brand didn’t signal flavour which was identified as a key driver for the Felix consumer.

Positioning / Strategy
Reclaiming Felix as the Swedish food brand pushing their different Swedish production location and their strong intent to use Swedish produce to the greatest extent.

Pushing key drivers such as ”Swedish”, ”Natural”, Flavour” and ”Sustainability” / Creating strong sub-brands to meet new consumer needs such as ”Veggie”, ”Asia” and ”Ekologiskt”

Coherent and recognizable design elements, USP’s typography and imagery


Positioning / Strategy
Reclaiming Felix as the Swedish food brand pushing their different Swedish production location and their strong intent to use Swedish produce to the greatest extent. / Pushing key drivers such as ”Swedish”, ”Natural”, Flavour” and ”Sustainability” / Creating strong sub-brands to meet new consumer needs such as ”Veggie”, ”Asia” and ”Ekologiskt”
/ Coherent and recognizable design elements, USP’s typography and imagery

Strategic Opportunity
Transforming the design and the portfolio based on a strong heritage and tapping in on new opportunities in order to meet the needs of the consumer today and tomorrow.

Positioning / Strategy
Reclaiming Felix as the Swedish food brand pushing their different Swedish production location and their strong intent to use Swedish produce to the greatest extent. / Pushing key drivers such as ”Swedish”, ”Natural”, Flavour” and ”Sustainability” / Creating strong sub-brands to meet new consumer needs such as ”Veggie”, ”Asia” and ”Ekologiskt”
/ Coherent and recognizable design elements, USP’s typography and imagery

Strategic Opportunity
Transforming the design and the portfolio based on a strong heritage and tapping in on new opportunities in order to meet the needs of the consumer today and tomorrow.

Positioning / Strategy
Reclaiming Felix as the Swedish food brand pushing their different Swedish production location and their strong intent to use Swedish produce to the greatest extent. / Pushing key drivers such as ”Swedish”, ”Natural”, Flavour” and ”Sustainability” / Creating strong sub-brands to meet new consumer needs such as ”Veggie”, ”Asia” and ”Ekologiskt”
/ Coherent and recognizable design elements, USP’s typography and imagery

Strategic Opportunity
Transforming the design and the portfolio based on a strong heritage and tapping in on new opportunities in order to meet the needs of the consumer today and tomorrow.

Positioning / Strategy
Reclaiming Felix as the Swedish food brand pushing their different Swedish production location and their strong intent to use Swedish produce to the greatest extent. / Pushing key drivers such as ”Swedish”, ”Natural”, Flavour” and ”Sustainability” / Creating strong sub-brands to meet new consumer needs such as ”Veggie”, ”Asia” and ”Ekologiskt”
/ Coherent and recognizable design elements, USP’s typography and imagery

Strategic Opportunity
Transforming the design and the portfolio based on a strong heritage and tapping in on new opportunities in order to meet the needs of the consumer today and tomorrow.

Strategic Opportunity
Transforming the design and the portfolio based on a strong heritage and tapping in on new opportunities in order to meet the needs of the consumer today and tomorrow.

Results
50 plus new products launched / Strong growth in new sub-brands / Increased brand strength in key target areas / Stronger visual recognition in store

Results
50 plus new products launched / Strong growth in new sub-brands / Increased brand strength in key target areas / Stronger visual recognition in store

Results
50 plus new products launched / Strong growth in new sub-brands / Increased brand strength in key target areas / Stronger visual recognition in store

Results
50 plus new products launched / Strong growth in new sub-brands / Increased brand strength in key target areas / Stronger visual recognition in store

Results
50 plus new products launched / Strong growth in new sub-brands / Increased brand strength in key target areas / Stronger visual recognition in store

The shield

The shield is the master brand element of Felix. There has previously been a suite of different holding devices, one for every occasion. Silver has now designed a consistant shield that can be used in all areas and with all production techniques. Uniting the many flavours of Felix under one flag. 

The shield

The main ID-element of Felix is the shield. Used historically in different shapes, we decided to find a consistent shape that could easily be made in different techniques.

The shield

The main ID-element of Felix is the shield. Used historically in different shapes, we decided to find a consistent shape that could easily be made in different techniques.

The shield

The main ID-element of Felix is the shield. Used historically in different shapes, we decided to find a consistent shape that could easily be made in different techniques.

The shield

The main ID-element of Felix is the shield. Used historically in different shapes, we decided to find a consistent shape that could easily be made in different techniques.

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Silver
Kungsgatan 55

111 22 Stockholm
+46 8 562 120 00

Silver
Kungsgatan 55

111 22 Stockholm
+46 8 562 120 00

Silver
Kungsgatan 55

111 22 Stockholm
+46 8 562 120 00

Silver
Kungsgatan 55

111 22 Stockholm
+46 8 562 120 00

Silver
Kungsgatan 55

111 22 Stockholm
+46 8 562 120 00

We are a strategic brand and design agency. We believe that by building creative spaces, we can enable people to do greater things.

We are a strategic brand and design agency. We believe that by building creative spaces, we can enable people to do greater things.

We are a strategic brand and design agency. We believe that by building creative spaces, we can enable people to do greater things.

We are a strategic brand and design agency. We believe that by building creative spaces, we can enable people to do greater things.

We are a strategic brand and design agency. We believe that by building creative spaces, we can enable people to do greater things.