Brand Voice

Fatafet uses a down-to-earth, homey brand voice that’s always posed with a family recipe or a bit of cooking advice. This approach helps the brand connect with ordinary families who are most likely to purchase its staples and fresh foods.

Fatafet’s brand voice needed to come through the entire product line packaging design. The down-to-earth brand voice lent itself to a minimalistic design scheme, even though the colors were slightly bolder.

Brand Identity

Fatafet’s logo was the cornerstone of the brand packaging design project from Stan Branding. The new logo used red, white, and green for contrast, helping it attract the eye while not becoming ostentatious or out of step.

Everything else about the product packaging also needed to compliment the look of the logo. More muted tones representing the quality and stability of the project were incorporated into each design to drive the message home.

Brand Promise

Fatafet promises support for people on a basic level through proper nutrition and food choice. The company envisions a world where everyone can access the right nutritional resources for their families and communities. Fatafet believes achieving this would completely change the world.

Brand Values

Quality – Fatafet is dedicated to bringing high-quality staples into local markets for families. The company regularly checks each product line for quality, consistency, and other markers.

Family – Fatafet makes more family meals possible, and that’s part of making families stronger. Families are the building blocks of communities, and Fatafet supports families.

Stability – Fatafet delivers stable, consistent products. When customers open a box, bottle, or can, they know exactly what the product will be like.

Taste – Fatafet believes all food should be nutritious and delicious, including pantry staples. The company employs the latest techniques to pack in taste.

Brand Targeting

Fatafet focuses on the Arab world, where the brand started. This focus helps the company focus its marketing efforts to match its distribution. Fatafet targets low- to moderate-income earners and women who make purchasing decisions for the whole household.

The company recently stepped up its digital targeting campaigns. Fatafet aims to find more customers that were not previously exposed to the humble brand through more traditional avenues, thus expanding its base.

Brand Position

Fatafet is positioned as an accessible brand, albeit not the lowest priced. The company believes in the quality of its staples and that their benefits should speak for themselves. Customers are generally responsive to this viewpoint.

Fatafet also positions itself through its prevalence. Most new customers have seen the products in stores even though they have not purchased the products before. This level of brand recognition helps establish the brand’s position.