top of page

SB fitness foods

Based in Germany, SB Fitness Foods is a small brand that creates handmade dark chocolate with a burst of protein and no sugar in its recipe. The brand's biggest goal is to offer healthier alternatives of chocolate for everyone compared to what is commercially available which is usually filled with preservatives and artificial chemicals. 

​

A strong emphasis on a fun, fitness focused and transparent branding guideline was taken into consideration with packaging to concisely state the main intent of the product.

ROLE Branding, Package Design, Finished Art, Social Media + Website content creation

CLIENT SBFitnessFoods.com

CHALLENGES & GOALS

My challenge was to design a vision that would present a lifestyle rather than just a food product. It would allow prospective customers to indulge in a snack/dessert in a healthier way and being completely transparent about it. Additionally, a lifestyle brand that appeals to not only "gym junkies" but to anyone willing to make smarter decisions to their snacking. 

My goals were − 

1. Visual Use refined colours that won't confuse customers but to also establish a vibrant feel. 

​

2. Language Approach a plain and concise writing style to send the message across and excite.

​

3. Tone Deliver variations of how the product can be used. Endorse healthy choices.

INITIATION

  • My intention for the logo was to replicate the idea of a bold fitness/health related lifestyle. It essentially would be that the S and B serves as the iconic recognition of the brand. 

​

  • I chose a turquoise/green to predominantly represent the brand as the colours are symbols of vitality, energy and loyalty. These attributes are what establishes the lifestyle of the brand.​

  • The secondary colours white and charcoal were chosen to accentuate the vibrancy. 
     

  • As for typography, I selected a sans-serif option for the primary font and, a typewriter option as a secondary font. They are two contrasting fonts to serve the purpose of displaying a bold message but to counterbalance a food product. 

SOLUTION

Taking on the role for creative direction my first time was an extremely invaluable experience. I enjoyed the process right from the beginning directly through to production and execution. Both positive encounters and negative hindrances were a stimulation to my learning of design processes. 

​

I am pleasantly pleased with the pathway the brand has visually developed into despite the fact there can be some improvements made.

These include areas such as:

  • Logo refinement - font choices

  • Improved typography and layout execution on the FOP

  • Packaging design could have been further pushed. 

 

The overall delivery of the brand holds its core values and intentions as seen through the social media content implementation and flatlay content for online purposes. 

bottom of page