Chick Fit - ready to cook brand

Nerijus Keblys on 01/07/2019

Consumers perceive the ready to cook (RTC) food category as unhealthy and calorific. CHICK FIT is a new RTC brand with the promise of wellness, positioned as healthy and with fixed nutritional values. The CHICK FIT brand values are represented in the packaging design system. The design of severe and typography based forms highlights the brand benefits. Each product flavour is coded with bright colours, not often used in the food industry, to help the consumer to distinguish the product in homogenous looking shelves. This colour scheme is in sharp contrast with the minimal, ascetic background. Calories and other nutrition values are brought forward on the packaging to emphasise the brand qualities. The system is easily adaptable to future product variations and flavours, for example, CHICK FIT Grill range.