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Fanex - brand management
Project type
Positioning strategy / Packaging system / Communication materials / Brand care until 1995
Fanex - "The Art of Creating Flavor"
Our collaboration with Fanex is a perfect example of how a well-thought-out branding strategy can drive a brand’s dynamic growth and strengthen its market position. Between 2017 and 2023, Fanex recorded over a 130 % increase in sales, significantly outperforming overall trends in the Polish foodservice sector.
Fanex is a Polish family-owned company with over 30 years of tradition, specializing in the production of sauces and culinary additives for the HoReCa industry. Our partnership began in 1995, and since then, we have consistently managed the brand’s visual identity. Over the years, we have repeatedly refined its branding, ensuring it remains aligned with the evolving market needs.
In 2017, Fanex underwent a major rebranding, aimed at repositioning the brand as premium in the foodservice sauces segment. While Fanex products had always been of high quality, their packaging and communication did not fully reflect their premium positioning. To address this, we developed a new brand communication strategy under the slogan "The Art of Creating Flavor", emphasizing the brand’s exceptional character.
As part of these branding changes, Fanex's packaging underwent a radical transformation – we introduced a black color scheme for bottles and labels, enhancing their elegance and reinforcing their premium appeal. Additionally, to highlight the broad product portfolio, we incorporated large, distinctive numbers on the labels, which became a key brand identifier.
Beyond repositioning strategy and packaging system updates, we also developed a comprehensive communication strategy and launched a new product line – Tres Amigos, dedicated to high-quality foodservice additives.

























