A BURST OF FLAVOUR
CEC FLAVOURS AND FRAGRANCES
fresh
fruity
fun
flavour
burst
citrus
juicy
fruity
CLIENT
CEC Flavours and Fragrances
DOMAIN
Food Flavouring, Fruit Crushes and Syrups
SCOPE OF WORK
Identity, Brand Environment, Packaging Design
Feel is a brand of CEC Flavours and Fragrances, a 75 year old company, primarily in the B2B market. With increasing demand in both B2B and B2C for variety and diversity in food ingredients and solutions, FEEL was conceptualised as a brand which could address more applications and consumer segments like fast food joints / restaurants / bars / homemakers (FMCG). The market is currently in a very receptive phase, open to experimentation and expansion. The visual presence and brand communication of a brand is no longer limited to direct consumer interfacing, whether B2B or B2C, it is becoming increasingly important to present a coherent and vibrant face.
fresh
fruity
juicy
citrus
sweet
fresh
fruity
fun
flavour
burst
citrus
juicy
fruity
The identity plays on the brand name itself, making it- a message, a sensorial invitation and a statement all rolled into one. It has a lyrical quality, calling you to experience, sense, and immerse yourself. The identity takes this poetic direction by turning the name into a message.The brand is not just about the product, it is much more. It evokes a lifestyle that embraces the pleasure of good food, the joy of rich textures, the burst of flavours, the sound of ice clinking in a glass, the fun of vibrant colours. The visual language developed is young, energetic and bold. It is designed to grab eyeballs on retail and kitchen counters, bar shelves, dessert parlours and much more. It is a bold admission of love for food and a taste for quality.
The feel labels and packaging had to bring out freshness and vitality. The graphic style was designed to bring a burst of flavour and energy through the use of bright tasteful colours and fruity textures. The current world of food preparation is not restricted to professionals; now influencers, home kitchen chefs, startups, health professionals, food enthusiasts are all part of this vibrant and exciting world of creation.The visual language had to appeal to and evoke a tactile emotion from the users. The visual direction explored this vibrant, sensory quality of fruit to evoke a visceral reaction. A citrus colour can lift your mood, a fresh smell can make your mouth water, a rich texture can transform your creation. That is what Feel packaging would bring to the table. Feel packaging represents- a heart for joy, an eye for colour, a ear for music, a taste for flavour, a sense for texture, a feel for life!