Proud roots. Shared taste.
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Proud roots. Shared taste. *
FETTAYLEH FOODS
Brand Strategy
Brand Identity
Packaging Design
Portfolio Architecture
Environmental Branding
Fleet Branding
Event Branding
Art Direction
Social
Created at Our Revolution
How It Started.
Fettayleh Foods began as a humble family-run butcher shop in Sydney’s west — founded by the Fettayleh family, who migrated from Lebanon with a passion for food, faith, and hard work. Over the past 25 years, the brand has grown into one of Australia’s most trusted names in Halal meat, proudly supplying homes, restaurants, and major retailers with high-quality, ethically produced products.
But with growth came a pivotal shift. As the brand expanded into new categories, audiences and national distribution, it faced a critical challenge: how to maintain its Halal credibility while appealing to a broader consumer base — those who may not require Halal, but care about how their food is made, where it comes from, and how it tastes.
Our task was to reimagine Fettayleh as a modern, inclusive food brand — one that could honour its heritage while confidently stepping into the mainstream.
What We Did About It.
We reframed Fettayleh’s positioning around the emotional role food plays in people’s lives — from tradition to togetherness, everyday moments to cultural pride. The new brand idea, “Share the Taste,” captures this shift: an invitation for everyone to enjoy food that’s made with intention, quality, and care. From there, we built a design system that feels both proud and progressive. A revitalised brand marque retains the familiar arch while introducing fine details, a grounded serif typeface, and an illustrated Australian landscape — speaking to Fettayleh’s family heritage and provenance.
We elevated the brand’s signature green — long associated with Halal and freshness — into a premium asset. Used consistently across the range, it now communicates trust, naturalness, and shelf confidence. The masterbrand holds firm at the top of each pack, while a colour-coded system helps shoppers navigate the portfolio with ease — from sliced meats to snacks and speciality lines. Photography was reimagined to celebrate the food itself: vibrant, clear, and made for real-life eating occasions.
The result is a brand that honours its roots while stepping proudly into the mainstream — warm, modern, and ready for broader reach across Australia and beyond.
