Client: Elfiel Industry: Trading & Distribution Project: Brand Creation, Packing Design Business Case: Building a strong brand for consultant organization to turn around current business situations into breakthrough results. Action and process: 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. Brand Creation and Packing 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. Current Situation: On ground starting from Sep- 2021.