The Client

Feul is an on-the-go meal brand designed for a new generation of Indians who want food that fits their fast-paced lives. Inspired by the success of similar concepts in France and the US, Feul set out to create science-backed, balanced, and satisfying meals built for real life—tasty, convenient, and genuinely nourishing.

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The Problem

The challenge was to define a brand language and investor narrative for a category that’s globally proven but still emerging in India. The brand needed to stand apart in a cluttered health-food market that’s either too niche or too generic, and communicate trust, convenience, and credibility.

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The Audience

Primary Audience — Young Professionals (25–45)

Busy office-goers in metros like Bangalore, Mumbai, and Delhi who juggle long hours, commutes, and deadlines. They want something quick, healthy, and filling—but often end up relying on protein bars, fast food, or sugary snacks.

Secondary Audience — College Students (18–24)

Active students who seek affordable, on-the-go nutrition that keeps them full and supports their lifestyle. They’re influenced by fitness trends and digital culture but still prioritize convenience and taste.

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The Process

We began by mapping the urban nutrition landscape and identifying key audience pain points—lack of time, poor meal options, and fatigue from unhealthy eating.

Our design and strategy phases included:

• Market research and competitor analysis
• Brand strategy and positioning
• Visual identity and language system
• Investor deck design

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The Impact

The result was a distinct, confident brand identity that clearly articulated Feul’s purpose: to make balanced, science-backed nutrition easy and enjoyable for India’s busiest people.

The new brand language and investor deck positioned Feul as a credible, scalable player ready to lead the on-the-go meal revolution in India—bridging the gap between health, taste, and convenience.

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