Feul
Feul is redefining what a balanced meal looks like for a new generation of Indians constantly on the move. Inspired by the rise of smart meal brands in Europe and the US, it brings together science, nutrition, and flavour to create meals that actually fit the pace of modern life.
The Brief
In a market overflowing with protein shakes but lacking real meal solutions, Feul saw an opportunity to fill a gap — a product that delivered complete, balanced nutrition without compromising on taste or convenience. My task was to define how Feul would show up: a brand that doesn't just compete with existing players but creates a new category. We needed to build an identity strong enough to mark its entry, a voice that felt modern and confident, and a narrative that clearly communicated its promise.
Key Contributions
• Strategy & Positioning: Developed the brand strategy and positioning framework that established Feul as a first mover in India's convenient nutrition space. Defined its value proposition, audience segments, and messaging pillars to clearly differentiate the brand in a market dominated by protein shakes.
• Brand Narrative & Messaging: Crafted Feul's core story — from its 'Future of Food' philosophy to the way it speaks about science, balance, and modern living. Built a messaging framework and copy direction for launch, packaging, and communication.
• Verbal Identity: Defined the brand's tone of voice and personality, ensuring consistency across touchpoints — from investor decks to digital presence — while keeping the language confident, relatable, and clear.
• Brand Playbook: Created the brand playbook with HDIM's design team, detailing positioning, voice, and content principles to guide internal and external communication.
• Investor Deck: Developed the narrative and copy for Feul's investor pitch deck, aligning business storytelling with brand vision to communicate market opportunity, traction, and long-term potential.
The Outcome
Together with the HDIM team, I helped Feul launch within tight timelines and make a powerful debut in a crowded category. The result is a bold, cohesive brand that stood out on shelves and in conversation. With clear, confident messaging and strong visual presence, Feul entered the market as a first-of-its-kind product that redefined convenient nutrition for modern India.
This project was executed in collaboration with HowDoesItMatter.design.
See my work in action
