The Brief.

Our task from established food and drink producer FDL (working with the likes of Costa) was to come up with a name and brand for a newcomer to the food and drink flavour market.




The Solution.

We ran a brand personality workshop and established a new name ‘Novela’ that suggests something new (novel) and imaginative. We created a brand proposition to establish their positioning for a new brand:

“In a world where customers are increasingly looking for exciting flavours and distinctive taste experiences, our goal at Novela is to make delicious products even better. Our market leading range of syrups, sauces, purees, botanicals, vitamin blends and bakery ingredients are constantly evolving – reflecting the new trends and much-loved flavours your customers are looking for. But our terrific product range is only half the story. Underpinned by FDL’s 100-year history, we’re obsessed with technical excellence and service quality. Because consistency always matters. And just like you, we know that getting every detail right is the only way to keep our customers happy.”


The Results.

A set of brand guidelines was implemented alongside a range of over 60 products ranging from syrups and sauces to toppings. You can see the full brand in action at