Making it easy

Feeney gets a new look to support a world class product line.

Celery partnered with Feeney on a major brand refresh, collaborating closely with the company’s in-house design team. We maintained the traditional logotype for this 70-year-old Oakland institution, while adding a new iconic logo mark and typography to expand the visual language. A clear new messaging framework highlights ease-of-use and a strong sustainability story.

Project type


Packaging refresh

A product packaging system for hundreds of SKUs is dominated by a signature brand color and large type.

Streamlined collateral

Product brochures showcase real life settings, often using photography submitted by customers. The simplified structure takes a "step-by-step" approach to help customers create the solutions they need.

User-centered web experience

A redesigned website serves clearly-defined user groups with a simple, intuitive interface.