RIVANT

Case studySports nutrition

Lime on black for a supplement brand that sells on quick-commerce apps

FitFuel sells protein and supplements through Amazon, Zepto, Blinkit, Swiggy Instamart and Flipkart. The wordmark is chunky and stencil-cut, with a drop of cyan in the U, in lime on near-black. We made the identity, a whey tub, cards, posts and a mobile site, then filled out the range.

Identity design · Packaging design · UI/UX design · Social media design

The idea

On a quick-commerce app a tub is a thumbnail among dozens. So the mark is chunky and cut like a stencil, lime on near-black, and it still reads at the size of a fingernail.

The identity

First shown as a six-slide carousel: the wordmark, its lime tile, the mark on photographs, a post, the whey tub and a card.

  1. The FitFuel wordmark in lime on black, over the line “fueling your fitness journey”
    01 The wordmark
  2. The wordmark in black on a lime tile, set on a dark grid
    02 The lime tile
  3. A man drinking from a lime bottle beside the lime wordmark
    03 On a photograph
  4. A post: a woman resting on a lime court marked with black lines, the wordmark beside her
    04 A post
  5. The first whey tub: black, with the lime wordmark and “Whey Protein” in white
    05 The whey tub
  6. A dark grey business card with the lime wordmark, on black foam
    06 The card

Colour and type

Lime and near-black do the work. Cyan appears once, as the drop in the U, and white is for type.

  • Lime#F3FF68The ground and the mark
  • Near-black#161616Everything else
  • Cyan#72D4F3Only the drop
  • White#FFFFFFType
Space Grotesk
Pack names and headings, set tight.
Fira Sans
Everything read up close: directions, the net weight, the site.
The drop in the U is fuel filling a tank: the name, drawn.

The range

The whey tub came with the identity. We carried it across a range: three flavours told apart by a band of colour, a lime pre-workout that turns the whey inside out, and a shaker.

Flavour names on the new packs are proposals. Each label keeps its back panel clear for FitFuel’s nutrition, FSSAI, MRP and batch details.

Whey Protein in three flavours: black tubs banded cyan for vanilla, lime for chocolate and white for unflavoured
Whey Protein, 1 kg, in three flavours told apart by the band.

The labels, flat

The chocolate whey label, flat: how to use on the left, the wordmark and “Whey Protein” in the middle, a lime band across the bottomThe vanilla whey label, flat, with a cyan bandThe unflavoured whey label, flat, with a white band

Chocolate, vanilla and unflavoured: one layout, three bands.

The whey label's print file: the artwork inside magenta trim and cyan safe lines, marked 330 by 120 mm, with a 10 mm overlap and the back panel reserved
The print file: a 330 × 120 mm wrap with 3 mm bleed and a 10 mm overlap. The back panel stays clear for the statutory details.
The pre-workout tub: black, wrapped in a lime label with the wordmark in black and a black flavour band
Pre-Workout, 300 g: black on lime, the whey reversed.
The black shaker with the lime wordmark running up its side
The shaker: the wordmark up one side, the line down the other.
The range together: the shaker, three whey tubs and the lime pre-workout tub, with a lime court line cutting behind
The range together.

The website

The site sends people straight to the app they already use, then shows the range. Scroll to read down each page.

FitFuel's mobile home page: “Fueling your Fitness Journey”, a Start yours now button, the shopping apps, then Our Products
Mobile, as designed.
FitFuel's desktop home page: the headline beside the tubs, a row of shopping apps, four product cards, a lime band and the footer
Desktop: the same page at 1440, drawn out from the mobile design.

Credits

Client
FitFuel
Industry
Sports nutrition
What we did
  • Identity design
  • Packaging design
  • UI/UX design
  • Social media design

The flavour range, pre-workout, shaker and desktop page extend the identity; flavour names are proposals.