CONTEXT:
In 2020, Andrei Roșu, a famous Romanian amateur athlete, vegan-activist and entrepreneur, wanted to launch a brand focused on creating vegan alternatives to traditional animal-based products. His desire was to offer tasty and nutritious vegan options for popular dairy products.
Therefore, we came up with the name "Filgud"- a playful adaptation of the phrase "feel good." It reflects the company's mission to promote well-being through its vegan products. The name suggests a focus on creating foods that are not only healthy and nutritious but also enjoyable and satisfying. This aligns with the brand's philosophy of providing plant-based alternatives that make people feel good both physically and emotionally, by offering delicious and environmentally friendly options.
The design is bright, modern and clean, emphasizing the natural and healthy aspects of the products. It features vibrant colors and images of the ingredients used, highlighting the fresh and natural content of the products. This visual appeal is intended to attract health-conscious consumers and those looking for eco-friendly options.
The main element - the happy, smiling granny evokes a sense of nostalgia and trust, suggesting that the vegan products are crafted with the same care and quality one might expect from a grandmother's kitchen. This imagery reinforces the idea that Filgud is not just modern and health-conscious but also comforting and rooted in familiar, cherished flavors.
