NFH is a global boutique branding studio specializing in identity systems, packaging design, and branded environments. Our work is driven by cultural precision and strategic thinking, blending behavioral insights with disciplined design to create brands that forge a powerful emotional connection from the very first interaction at every touchpoint.

With decades of experience leading design and brand strategy, Gili bar-Shay has shaped identities and packaging systems for clients across the US, Europe, and Israel.

Her work has been recognized with international awards, including the World Packaging Awards, WPO (2023 & 2025 ) Star of Israel (2022, 2024) and Excellence Awards (2023).

Beyond recognition, her impact lies in translating behavioral psychology into design systems, turning packaging into anticipation, signage into trust, and brand narratives into cultural presence.

At NFH, every project is principal-led. Gili’s philosophy is clear: form must serve purpose, cut through the noise, and emotional gravity makes brands unforgettable.

We are not graphic designers, we are business designers.

NFH is a global boutique branding studio crafting identity systems, packaging design, and branded environments with cultural precision & strategic clarity.

We blend behavioral insight with design discipline to build brands that feel intuitive from the first moment and stay consistent across every touchpoint.

This is us.