Rebranding & Packaging for Filli Cafe, Dubai, UAE.
Filli Cafe, a local quick-service restaurant brand from Dubai, initially began as a cafeteria that provided Chai and snacks to taxi drivers from Southeast Asia. We were brought on board to enhance the brand's image. Our process began with listening to both the client and their customers. As Filli prepared for global expansion, we proposed a comprehensive verbal and visual rebranding strategy to enhance its international appeal. However, we encountered significant pushback from the client, who was concerned that a new look might cause brand recognition issues.
To address this, we created a new handcrafted logo to replace the existing 'Brush Script' style, adjusted the color palette to more attractive shades, and replaced the outdated pictorial logo with a refreshed and promising design. This newly established brand identity was introduced in markets where the brand previously had no presence.
The outcome was a positive reception of the new brand identity in these new markets. The warm reception and ease of integrating the new brand elements inspired greater confidence in the client, motivating them to adopt the new identity in existing markets as well. As a result, the rebranding significantly enhanced the brand's appeal across all communications and packaging, transforming it into a global brand. Today, Filli serves its signature Zafran Chai and quick meals to approximately 100,000 customers across five countries, including the USA and UK.