Fine fettle

brand identity development

Branding for Fine Fettle, a company that makes wellness consumables and its introductory product —Noni Elixir.


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.