FEN

FEN is a company founded in 1993 that manufactures production lines for food pellets for leading brands of packaged food products worldwide. SAY’s task was to build a new coordinated digital image, repositioning the brand from the metalworking sector to that of technologies for the food industry.

The first step in creating a new coordinated image was to restyle the existing logo, which had some critical issues in terms of shapes and alignment, leading to the definition of a new corporate colour that was in line with the brand’s new positioning in the food technology sector.

For FEN, we created photographic and video content that was then used to support all other activities, from trade fairs to the web, to the design of printed material and sales support. In particular, the aim was to build a new image that would enable the company to be perceived as a bridge between metalworking and production possibilities in the food sector.

The need to convey the complexity of the machinery, its functions and processes, as well as the goal of lead generation, led to the creation of a website with an innovative logic, aimed at capturing the user’s attention starting from the final product. The site was completed with information containing technical details, the history and the spread of FEN’s success over the years.

Following the evolution of the corporate image, which began with the redefinition of the logo and corporate colours, the next step was to design a new company profile, capable of combining technicality and emotion through the limited use of text and pictograms, but with a strong impact provided by photos.

The brochures were designed using a similar approach to that used for the website. Their purpose is to illustrate the six main lines of food pellet production through an emotional photographic focus on the final products and a detailed description of the processes carried out by the individual machines, covering the entire production cycle.

The purpose of this tool is to provide support to the sales force and FEN agents working around the world: for this reason, we have created a PDF, which can be used on an iPad even without a data connection, that provides a comprehensive overview of the world of FEN from different perspectives, i.e. from the raw materials available, the final product to be obtained, or the individual machines, depending on the customer’s needs.