Fiksuruoka → Foodello: €1M to €15M ARR Rebrand

Fiksuruoka had built a growing online grocery business in Finland, but the brand name was difficult to pronounce outside Finnish-speaking markets. With ambitions to expand across the Nordics and into Europe, the company needed a full rebrand that could travel internationally while retaining the trust of its existing 100,000+ customer base.

As founding Head of Brand, I led the entire rebrand from strategy through execution. This wasn't a cosmetic refresh; it was a ground-up identity transformation that touched every customer touchpoint, from the name and visual identity to the ecommerce experience and EU trademark filings.

Led the naming and brand strategy process. I developed the new brand name "Foodello," designed to be memorable, internationally pronounceable, and ownable across EU trademark classes. I managed the full trademark registration process across multiple jurisdictions.

Directed the visual identity overhaul. Working with designers in Figma and Adobe Creative Cloud, I oversaw the creation of a new logo, color system, typography, packaging guidelines, and brand asset library. Every element was built for scalability across digital and physical touchpoints.

Rebuilt the ecommerce experience. I led the redesign and migration of the customer-facing storefront on Webflow, ensuring the new brand translated into a faster, cleaner shopping experience that supported multi-market operations.

Managed the transition across 3 markets. Coordinating with teams in Finland and beyond, I planned and executed the brand switchover to minimize customer confusion and maintain SEO equity during the migration.

The rebrand successfully supported Foodello's growth from €1M to €15M ARR, scaling to over 100,000 customers across 3 countries. The new brand gave the company a platform for international expansion that the original name simply couldn't support.