London's Otherway Goes Plastic-Free For Misfits

With plastic-free packaging and a kinetic type-led design, London design agency Otherway helped wellness upstart Misfits break away from the rest of the supplement and protein powder pack. 

"The health and wellness market deserves a more interesting Gen-Z focused player with a unique point of view on the world to shake things up a little.

Previously called Missfits Nutrition, the product has been developed to be fully plant-based with new and innovative ‘fresh-seal’ packaging, that is plastic-free and fully recyclable. A first for the protein and supplements category. 

Misfits' mission is to fuel health and inspire happiness with mood-defining nutrition with their new range of protein powders, supplements, and nootropics. By zooming in on body, mind, gut, energy, calm, sleep and defense, Misfits intend to influence people’s moods for the better and fit seamlessly into their daily lives.

Otherway led the brand strategy and created a full suite of touchpoints across the brand - from packaging to website.

Each pack is heavily typographic-led. The design is inspired by the movement of kinetic type, following the rhythms and workings of the natural body. Otherway aimed to create a careful balance between a bold and playful aesthetic that stood out in a digital space while balancing it against the need for clarity and credibility to back up the science behind it."