Soy.Felix

We designed the brand identity for a rewards program for Felix, creating its name and visual language around a simple idea: belonging.

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Soy. Felix was built around the idea of community, translating Felix’s sense of quality and generosity into a program that feels both personal and aspirational. Every detail was designed to express the beauty of belonging—from the visual identity to the graphic language and communications across the program.

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We extended the brand across a dedicated microsite and newsletter, creating a cohesive experience that makes the benefits easy to understand, rewarding to use, and unmistakably Felix.

 

The result is a loyalty program designed not just to reward customers, but to make them feel part of something: a community.