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-channel brand identity
• Packaging design
• Positioning strategy
• Portfolio management
• Trend analysis
• Insight

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

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

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


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

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


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

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


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

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


Positioning / Strategy
Reclaim Felix as the Swedish food brand by promoting its Swedish production location and its 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’, ‘Asian’ and ‘Organic’.

Coherent and recognisable design elements, USP’s typography and imagery.


Positioning / Strategy
Reclaim Felix as the Swedish food brand by promoting its Swedish production location and its 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’, ‘Asian’ and ‘Organic’.

Coherent and recognisable design elements, USP’s typography and imagery.



Positioning / Strategy
Reclaim Felix as the Swedish food brand by promoting its Swedish production location and its 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’, ‘Asian’ and ‘Organic’.

Coherent and recognisable design elements, USP’s typography and imagery.



Positioning / Strategy
Reclaim Felix as the Swedish food brand by promoting its Swedish production location and its 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’, ‘Asian’ and ‘Organic’.

Coherent and recognisable design elements, USP’s typography and imagery.

 

Positioning / Strategy
Reclaim Felix as the Swedish food brand by promoting its Swedish production location and its 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’, ‘Asian’ and ‘Organic’.

Coherent and recognisable design elements, USP’s typography and imagery.

 

Strategic Opportunity
Transform the design and portfolio based on a strong heritage and tapping into new opportunities to meet consumer needs now and in the future.

Results
50 plus new products launched/strong growth in new sub-brands/increased brand strength in key target areas/stronger visual recognition in store.

Strategic Opportunity
Transform the design and portfolio based on a strong heritage and tapping into new opportunities to meet consumer needs now and in the future.

Results
50 plus new products launched/strong growth in new sub-brands/increased brand strength in key target areas/stronger visual recognition in store.

Strategic Opportunity
Transform the design and portfolio based on a strong heritage and tapping into new opportunities to meet consumer needs now and in the future.

Results
50 plus new products launched/strong growth in new sub-brands/increased brand strength in key target areas/stronger visual recognition in store.

Strategic Opportunity
Transform the design and portfolio based on a strong heritage and tapping into new opportunities to meet consumer needs now and in the future.

Results
50 plus new products launched/strong growth in new sub-brands/increased brand strength in key target areas/stronger visual recognition in store.

Strategic Opportunity
Transform the design and portfolio based on a strong heritage and tapping into new opportunities to meet consumer needs now and in the future.

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 developing creative spaces, we enable people to achieve greater things.

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

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

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

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