Building a new, expandable FMCG brand and packaging system
Fava Mill manufactures an innovative range of foods made with Finnish fava beans, all their products are rich in protein and fibre
Verso, as they were called then, launched their product line in Finland under local branding, selling their product as ‘Verso - Fava Bean Granola’. They approached Proxy to come up with a strong name, brand and packaging system designed for a global market, allowing them to expand the product line in the future.
• Our Input
Our research suggested that while fava beans have a generally positive response, ‘fava bean granola’ doesn't sound very appetising. We created the master brand ‘Fava Mill’ to cover the entire future range, and tempting flavour names for the individual flavours. A metallic prime brand colour is applied consistently to the top half of the range, while bright, fresh colours make each flavour distinct. A bowl-shaped die cut window displays the granola. Key messages were created and illustrated alongside custom icons on the front and back of each pack.
Fava Mill is beginning their expansion in the United Kingdom, Netherlands and Sweden with a fresh brand and cut-through packaging. Using the brand toolkit provided by Proxy in London, Fava Mill will design further products and develop their website with local partners.
What we did
• Brand identity
• Digital design
Nutritional information across four different languages, supported by key health benefits, is displayed on the reverse of each pack
‘Trim’, a quirky but functional brand typeface with a lot of personality was chosen for Fava Mill
A metallic prime brand colour is applied consistently to the top half of the range, while bright, fresh colours make each flavour distinct