Fine fettle
brand identity development
Branding for Fine Fettle, a company that makes wellness consumables and its introductory product —Noni Elixir.
![](https://freight.cargo.site/t/original/i/47d448eb663b21781181946fed55041a53cbbb0284b58e46678a69fbe6562595/finefettle-brand-manual-copy-70.jpg)
![](https://freight.cargo.site/t/original/i/638d660487e85b866058568ff35b4faff540687ae074cde081cf09abdcec9019/finefettle-brand-manual-copy-64.jpg)
The design approach was contemporary, elevated with a sense of calm. The logo written in Ogg, is an ode to calligraphic styles that were written primarily with hand carved pen nibs.
The volcanic origins of the Noni juice — the Andaman Islands — were used extensively in the visual language. The experimental typesetting on the packaging is intended to convey the benefits directly.
![](https://freight.cargo.site/t/original/i/5f5715f9a0696d26d2df2ddcebe5c6839a861be86f56cb9e0ac04b5fb4b3bd07/finefettle-brand-manual-copy-67.jpg)
![](https://freight.cargo.site/t/original/i/e697eda727124958a0db78406cafb1e247c550119485fd56a07d730b28e000aa/finefettle-brand-manual-copy-71.jpg)
![](https://freight.cargo.site/t/original/i/55fe518489f6e5d76d162b05419d6733e4f658d49ed838959c84681c7f9322e1/finefettle-brand-manual-copy-66.jpg)
![](https://freight.cargo.site/t/original/i/185b93b2a30168889b15bba6257a18da7fd681f0bf905df02b15067bf31c408e/finefettle-brand-manual-copy-69.jpg)
![](https://freight.cargo.site/t/original/i/fc5b39ce80371c6ff77bfed5a6057f7fead997a64f737d3e64957390a375bb01/finefettle-brand-manual-copy-65.jpg)