Felix

Creative Culture supported London-based consultancy Beaconbrands in generating product and category names across a range of European markets for pet food brand Felix. The challenge on this project was to come up with variations in English that would also resonate in France, Germany, Italy and Spain. Our teams of local copywriters were tasked with assessing and generating names that were both understandable and free of any negative connotations across all markets.

When it comes to food, the word "treat" isn't particularly obvious for a French or Spanish audience, whereas the Germans mostly associate "medley" with music, as opposed to a mix of flavours.