Challenge

Fol Epi had been a top 3 market leader for over 10 years, this was at risk due to several new entrants focussing on local-provenance through proposition and pack design.

Recently, the brand’s essence was repositioned with the proposition ‘Crafted French Finesse’ and needed a stronger connection to its roots in the Loire Valley, a place many consumers view as the epitome of ‘Frech finesse’ for food, wine, and lifestyle.

The challenge was to bring this to the design, exploring a gentle and modern evolution where all original assets were recognisable, through to revolutionary routes.

What we did

To bring the essence of ‘Crafted French Finesse’ to life, we embarked on an in-depth creative exploration of visual elements that would resonate with Fol Epi’s heritage while appealing to modern consumers. Our approach focused on conveying the brand’s core values of craftsmanship, tradition, indulgence, and sophistication, all anchored in the rich culture of the Loire Valley. We developed a series of illustrative concepts and iconography that reflected the artisanal nature of Fol Epi, incorporating intricate details inspired by French craftsmanship.

We then refined the brand-mark to enhance its visual impact, ensuring it maintained a strong connection to its legacy while embracing a more contemporary aesthetic. Throughout the process, we carefully balanced the need for an evolutionary update with the importance of retaining the brand’s recognisable identity, ensuring familiarity and trust among long-standing customers. This included thoughtful updates to the packaging design to reinforce the brand’s provenance and commitment to sustainability, aligning it with modern consumer values.

Results

The Savencia team decided on an evolutionary design strategy, so the consumers had complete confidence in the brand that their family generations had been buying since 1919.

The result is a modern-heritage refresh which puts the brand and product at the heart of the design, and calls out Fol Epi’s Loire Valley roots, and their commitment to sustainable packaging.