(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.”
Make Studio (Hamburg, Germany)
Images (opinion after)
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.