Fitish is a homegrown organic and vegan brand that caters to the deliciously fit desserts enthusiasts.
Besides an initial name, FITLISH, the client did not really have much of a direction to begin with, but did not want a mark to go with the name. Therefore, I began the sample design process with just the name as the logo itself. I created a more street-style hand lettering that was playful yet impactful, clean yet gritty. The second option was based on the same concept, but with thinner lines and a leaf to enhance the vegan aspect of the brand.
BRAND RENAME
As we progressed further into the sampling process and mockups, the client realised that she was not growing fond of the name she had initially began with. We had a brainstorming session, and we reworked the name from FITLISH to Fitish, a cheeky wordplay and design element that would work really well with the brand’s indulgent treats made with none of the unhealthy stuff. With the brand renaming came a whole new logo design process, as I was getting to know the client a little bit more and wanted to match her aesthetics to the endgame.
GOING AGAINST THE BRIEF
Even though it was far from the brief, I wanted to try something out purely based on studying this client’s personal preference for designs on Instagram. So along with the hand lettered options without marks, I added this sample to the mix.
The whisk represents a flower growing, and the use of font was chosen intentionally to read as if you are reading a description off of a dictionary with an image to match.
Even though it was not at all what she asked for, the client ended up falling in love with this concept. The logo was approved as is.
THE FINAL LOGO
Because the brand was growing, I wanted to ensure that the client had a full package of logos to work with. So I created variations that she could mix and match with, and use for packaging material such as stamps, stickers, and ribbons.
