FYTT
A new name for a Thai supplement maker, and one identity across its eight product series.
- Year
- 2025–26
- Made at
- Essential Studio, Bangkok
- My role
- Creative direction
- Credits
- Images © Fytt Healthy Innovation and Essential Studio
The brief
For seven years the company traded as Fit Innovation, a name that pointed at the gym while the business had grown into children's vitamins, calcium, effervescents, protein and sports nutrition. Behind it stood more than thirty years of pharmaceutical practice, and a portfolio where every series had been designed on its own, so it read as several small unrelated brands.
What we decided
A name before a logo. FYTT keeps the sound people already knew, with a spelling the company can register and own online, and it carries into Thai without friction.
Wellness as something ordinary. The supplement aisle shouts performance. FYTT speaks to five moments in a life instead, from kids to the golden years, under one line: "Wellness that moves with you".
A signature, warm on purpose. A hand-drawn script logotype in a category that defaults to clinical. Its rounded ends became the pill, the graphic element that marks key words, categories and series.
What came of it
Eight series that sit side by side on one packaging rule, retail kits staff can set up without a designer, a website and social built on the same system, and a communication manual to keep it all together as new products launch.
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