Focaccia Fellas
Food & Beverage
Logo & Brand Identity
Mumbai
2023
Focaccia Fellas is a Mumbai-based specialty sandwich brand built around authentic focaccia bread and thoughtfully crafted gourmet sandwiches. The brand combines artisanal baking with bold flavours to create a premium, contemporary food experience.
Summary
We developed a distinctive brand identity that celebrates the brand's signature focaccia bread while positioning it as a modern, youth-focused sandwich destination. Every element was designed to support strong brand recall and future scalability.
Challenge
The challenge was to build a brand around a product that is still relatively unfamiliar to many Indian consumers. The identity needed to educate customers about focaccia while differentiating the brand in a competitive café and QSR market. At the same time, it had to appeal to a young, urban audience and remain adaptable across packaging, store branding, menus, and digital platforms.
Solutions
We designed a bold, memorable identity with a custom logomark inspired by the distinctive texture of freshly baked focaccia bread, making the product itself a core part of the brand story. To reinforce the brand's energetic personality, we introduced the positioning line "Young & Hungry," capturing the spirit of its target audience. The visual system was then extended across packaging, signage, menus, and digital touchpoints, creating a cohesive and scalable brand experience.
