Naming
Wanting to establish category dominance we suggested a number of names,
with the client, finally agreeing to El Feil – a name that is clear, memorable
and attractive.
With “El Feil” we wanted to disrupt the coffee market in Egypt and create a
mother brand that would be immediately identifiable and establish a sense
of trust with the consumers. “El Feil’s” products are sure to penetrate the
market, creating a niche for its products on shelves across the nation.