The fitness pasta

The great carb backlash of 2018 inspired a young fitness-focused couple to create their own range of health foods, starting with a comfort favourite, Fittuccine.

The challenge was to stand out among pasta brands while feeling at home alongside protein powders and other fitness products. Bold colours drawn from the fitness FMCG world were paired with hand-crafted typography, creating a brand that felt authentic, playful and distinctly its own.