BRING A HERITAGE BRAND INTO THE FUTURE

Challenge

A Filipino heritage packaged food brand with a rich history dating back to 1975 sought to modernize its corporate identity to ensure it remained relevant and enduring with consumers. The brand, known for its wide range of popular products, needed a refreshed identity to connect with a new generation of consumers.

Outcome

FFL brought the team on a journey to reevaluate their brand as a challenger, and redefined the brand as a companion of families and one that preserves freshensess.

With this refreshed brand identity, FFL delivered a comprehensive brand book and an implementation roadmap for the brand refresh rollout. This approach culminated in the relaunch of the brand’s communications and visual identity.

Within 12 months, the brand’s new challenger identity propelled it from 342nd to the top 14th brand in the Philippines. FFL’s work not only modernized the brand but also solidified its position as a thought leader in the food industry.