FMCG /Healthy Baby Food /2023

Furisto

Brand Merger Strategy, Positioning & Identity Refresh

Client: Furisto Ltd.

Category:

Healthy baby & toddler food delivery

Services:

Brand architecture, Positioning strategy, Consumer research, Merger strategy, Visual identity

Year: 2023

Furisto operated alongside two sub-brands — ZeLeo and Pureo — creating fragmentation and inefficiency. With growing audience overlap and category growth potential, the company needed a unified brand strategy.

Clarity - Understanding the Real Problem

The Challenge:

3

brands

1

audience

0

strategic clarity

Furisto had built a strong reputation for quality and taste — but operated in parallel with ZeLeo and Pureo, creating consumer confusion and business inefficiency.

What We did:

50

2

consumer interviews

11 Furisto
12 ZeLeo
25 overlapping
2 Pureo clients

4

Internal interviews

with partners and employees

Full brand audits

for each for the main brands

SWOT

Competitive analysis

Key Insight:

85%

80%

from Volume

from Value

driven by Furisto brand

95%

Natural transition

children naturally transitioned from ZeLeo to Furisto products with age

The answer wasn't rebranding — it was unification around natural consumers evolution with 0 reputation risk.

System — The 6 Elements of the Brand

The Logo

The carrot hidden in the letter "I" —

a quiet but powerful symbol connecting health, nature and simplicity. Designed for clarity at every size, from packaging to favicon.

Colour

A warm, food-forward palette built around Carrot Orange and Furisto Blue — functional by category, emotional by nature.

60% neutrals, 25% expressive, 15% contrast.

Typography

Nunito — modern, soft, highly legible, Web free font. A single font family that works across packaging, digital and print without losing warmth or clarity. Helping the hand-writhen logotypes to pop-up.

Words

"Real food. For every child."

- a positioning statement that works functionally and emotionally. Not elitist, not medical. Confident and warm.

Beyond the tagline, we developed a full verbal system — including naming for all menus and product portions. Every product range got a clear, consistent name that communicates age stage, ingredients and portion size at a glance. No guesswork for parents. No confusion at the skreen wheordering.

Shapes

The carrot a an key icon for the system

A flexible graphic language that extends the brand beyond the logo - age-stage indicators, rought figures, natural felling and bie apel for all the brand

Imagery

Real ingredients, real moments, real families

Photography direction built around authenticity — not studio-perfect, but life-perfect.

Expression — The Brand in the Real World

A brand system only proves its value when it works outside the studio — on packaging, screens, and in people's hands.

Touchpoints:

Packaging: The identity was applied across Furisto's full product range — age-coded color zones, carrot iconography, and warm photography for each menu name creating instant shelf recognition.
Digital & Social: A consistent template system for social media — built around the carrot icon, brand colors and real food photography. Designed for daily use without losing brand coherence.
Brand Collateral: From presentation materials to gifting — every touchpoint carries the same warmth, structure and visual logic.

“Working with Design Studio Eleven was one of the best professional experiences we could have hoped for. From brand strategy to the final design— their team took care of every detail with precision and care. We are very satisfied and highly recommend their work.”

Polina & Goran , Furisto Owners