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New Logo and Packaging for ffeel by Make Studio

New

Noted Aug. 20, 2018 by Armin

Industry / Consumer products Tags /

About

(Est. 2018) “ffeel® is a natural refreshing drink that brings together the invigorating effect of cold-brew coffee and the fresh taste of superfruits. An idea of ​​the Innovation Hub 10X Innovation GmbH, a subsidiary of the Melitta Group, based in Berlin.”

Design by

Make Studio (Hamburg, Germany)

Related links

Make Studio project page
Melitta Group press release

Images (opinion after)
New Logo and Packaging for ffeel by Make Studio
Name explanation.
New Logo and Packaging for ffeel by Make Studio
Logo.
New Logo and Packaging for ffeel by Make Studio
Packaging.
New Logo and Packaging for ffeel by Make Studio
New Logo and Packaging for ffeel by Make Studio
New Logo and Packaging for ffeel by Make Studio
New Logo and Packaging for ffeel by Make Studio
Bottles with words.
New Logo and Packaging for ffeel by Make Studio
4-pack.
New Logo and Packaging for ffeel by Make Studio
Some kind of print application.
Opinion

I like the idea of the name but, and maybe I’m taking this too literally, it’s odd that there is no actual coffee lemonade flavor. I think that would help sell the name a lot more but, nonetheless, it works as it conveys “coffee” convincingly. The logo is a nice wordmark with an “ff” ligature where its crossbars cleverly echo that of “e”s. I wonder if they tried an “ee” ligature at some point… maybe it could have been cool. The colon feels very gratuitous both in the logo and in the packaging, as the flavors aren’t a satisfying payoff to the start of the sentence, “ffeel: coffee coconut mango”? Nah. The packaging is nice, very Instagram-y. The combination of the serif logo and the sans serif ingredients in pastel colors over the brown bottle are hard argue against as they look good. The photo compositions with the 3D letters feel like they got halfway there — neither minimalist nor maximalist enough but caught somewhere bland in the middle. Overall though, a pleasant design.

Thanks to Dylan Schnurman for the tip.

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