Fitnest, founded by two brothers, Mohmmad and Shafin, has been engaged in high-quality layer farming since 2002. They take pride in owning and operating their own farms, prioritising transparency and honesty in every process. This ensures a premium and consistent product. Fitnest is committed to providing health-conscious consumers with clean eggs—free from harmful additives and enriched with essential minerals and vitamins.
In 2024, they were ready to launch as a consumer-facing brand, selling fresh table eggs directly. They approached us to design their identity and packaging.
Eggs have been an everyday essential in the human diet for centuries. They are consumed by a diverse group of people: the health-conscious, fitness enthusiasts, individuals with dietary restrictions, families, and children.
For their identity, we felt the design needed to capture the essence of their offering with a blend of authenticity and modernity. The identity combines classical elements with minimal appeal. The logo is set within a holding device shaped like an egg, with a tag area to hold the name. An illustration of a healthy hen in a traditional woodcut style sits atop the wordmark. The lettering draws from a rich typographic heritage, inspired by sign-painting traditions. Its narrow, bold, outlined letters give the wordmark a clean structure with classic charm. Reflecting the strong origins of their farm, natural and earthy browns dominate the colour palette. The primary shade is kraft brown, complemented by white highlights and mud-brown accents.
The packaging design balances a classic and fresh appeal. The board box format is simple, approachable, and appealing to a wide range of consumers. The design system uses kraft brown paired with a contrasting colour, with the changing accent clearly indicating the egg category or variant. Bold typography reinforces their ethos of honesty and transparency. Each box surface highlights the benefits of Fitnest eggs and the brand’s key differentiators. The packaging extends seamlessly across multiple sizes: 6 eggs, 12 eggs, and 25 eggs.
Fitnest eggs are now available in supermarkets and on Q-commerce apps across India.
