Naming - Packaging
The Middle East’s Egyptian FMCG giant, Edita Food Industries, was looking to penetrate the wafer market. Their goal was to create a brand that warranted a 100% price increase, thereby ending the commoditization of the wafer category, with the adding challenge of wanting to create a brand that portrays cues of high quality and richness of taste, without alienating the target consumer.
We gave the brand a familiar name that conveys freshness, one that resonates with Egyptians both culturally and emotionally, carrying wonderful memories of an all-time favourite sweet summer treat. In order for the brand to stand out against competitors, an aesthetically distinct visual identity was created, inspired by the product shape itself. Not only did the identity have to be visually appealing and different, it also had to be simple and clear enough, ensuring that a child was able to spot the variant flavour in the busy and crowded display of the kiosk. Freska was a success story that revolutionised the wafer category, opening the market for other regional and international brands to compete in this category.