Company:
EatFit
Year:
2018
Duration:
5years
Overview
EatFit Brand Identity
Project — EatFit Brand Identity
Client — EatFit
Background — Breaking the Food Brand Mold
EatFit entered the food and beverage industry as a challenger brand in an already crowded market. With countless players offering similar experiences the task was to create an identity that would be bold, honest and unmistakably desi while also appealing to a younger, modern audience. The brand wanted to break away from the stereotype of “boring food with boring visuals” and position itself as vibrant, fun, and full of character.
Thinking — A Bold, Desi Mascot
The tiger was chosen as the face of EatFit as a perfect embodiment of boldness, honesty and cultural familiarity. Tigers are an integral part of Indian identity, making the mascot relatable and powerful. The challenge lays in making the tiger feel cool, approachable and playful while still standing out in a saturated market. We leaned into the brand’s intent to be funky and expressive, exploring how the mascot could balance strength with friendliness.
Implementation — A Cool Tiger with Heart
The Mascot was brought to life with a modern twist: bright pink sunglasses that conveyed a “cool unfussy” personality and a heart-shaped nose to subtly reflect love and care. The design was paired with a confident wordmark, using a bold typeface, creating a strong and recognisable brand mark. A palette of vibrant pink and deep blue was chosen to make the identity pop while keeping it rooted in a distinctly Indian aesthetic. Beyond the logo the identity system extends into a playful visual language across multiple touch-points, such as merchandise, event stalls and office branding; creating a holistic brand world that stands the test of time.
Outcome — A Bold & Funky Brand World
The EatFit identity captures attention with its strong, desi yet modern tiger mnemonic. The use of colour, illustration and character ensures that the brand stands out in an oversaturated market. EatFit embodies a lively, approachable, and energetic personality that bleeds through all their products and offerings. By uniting bold visuals with playful storytelling, the brand successfully distanced itself from category norms and became a distinct voice in the food space.
Agency: Purplemango Studio
Grateful to have created these projects with the talented team at Purplemango Studio.
A true reflection of collaboration, creativity, and shared passion for great design.
