FȲTA

FȲTA is a start-up set to disrupt the active nutrition market with plant-based nutrition that maximises your health and performance, without causing needless harm to the planet. 

The founders are behind the groundbreaking Netflix documentary, “The Game Changers”, which toppled widely held false assumptions of a plant-based diet. Backed by scientists and proven by athletes, it was seen by 200 million people around the world and resulted in a measurable shift in eating patterns.  

From this they recognised a need for game-changing plant-based nutrition that had all of the gains and none of the losses. The existing products out there were not good enough — either misleading, lacking quality or not truly ethical. 

Our goal was to challenge category conventions and reposition plants as the better choice for health and performance. Helping create a brand that cuts through and leads with conviction.

Like any start-up, we needed a solid foundation to build the brand from. We partnered with Fluency, M&C Saatchi Group’s data intelligence agency, to reveal the truth about what customers really want. We learnt that health is increasingly the number one priority for many people, and nutrition is seen as a tool for maximising performance at work, at home, at gym and on the field.  

However, research showed that people were confused. The nutrition space is flooded with misinformation and sub-par products that don’t deliver. Making trade-offs has become commonplace, whether that’s quality for price, taste for nutrition, ethics for product efficacy.

The research led us to the strategic brand idea 'The power to reach your best'. Highlighting that FȲTA will help people level up every day, amplifying their drive and determination. The brand is grounded in the purpose of protecting and promoting the health of people and the planet, through powerful, effective and sustainable products.

To bring this to life we created a brand persona for FȲTA. The 'wise warrior' highlights the two sides of the brand. Rooted in science but driven by purpose. Head and heart. This ensures the brand and comms remain balanced – the powerful with the purposeful, the intelligent and the factual.

Powerful brand ingredients

The brand idea was manifested in the logo — the construction of the 'F' became 3 ascending steps, representing constant improvement and striving to reach your best. This distinctive mark became the graphic language for the wider brand. It can be used with imagery, data or as a standalone mark — but it always ensures a distinctive footprint.

Understanding the importance of green as a shortcut within the category, we utilised a range of greens and brighter secondary colours that would establish FȲTA in this new market, on the shelf or online. It allows the brand and marketing team to dial up and down the brand expression, depending on the environment the brand is being shown in. Photographically, we wanted to capture people at their peak, wherever that may be. From the early-morning runners to the late-night swimmers, we wanted active and dynamic imagery that showed the true power that FȲTA can unlock.

We designed a brand-led ecommerce site that enables FȲTA to bring their products to market in a story-driven way. Working in weekly sprints, we designed and prototyped in Figma and constantly iterated based on user feedback. This culminated in an ecommerce experience that established trust, built desire and made it easy for customers to try new products.