BRAND IDENTITY
FITFOOD

THE CLIENT
The Global Alliance for Improved Nutrition (GAIN) is a Swiss-based foundation
launched at the United Nations in 2002 to tackle the human suffering caused by
malnutrition. Working with governments, businesses and civil society, they aim to
transform food systems so that they deliver more nutritious foods for all people,
especially the most vulnerable. Headquartered in Geneva, Switzerland, GAIN has
offices in countries with high levels of malnutrition: Bangladesh, Ethiopia, India,
Indonesia, Kenya, Mozambique, Nigeria, Pakistan, and Tanzania. To support work in
those countries, they have representative offices in Denmark, the Netherlands, the
United Kingdom, and the United States.

OVERVIEW
GAIN has been developing a new market based approach to population scale
programmes aimed at improving diets. In this context, GAIN aims to create
and sustain desire for nutritious diets and foods from sustainable sources; and
influence consumers’ food choices at the point of purchase.

GAIN Kenya is funded by the Dutch government to undertake a large scale
programme to improve the diets of families. This programme has a demand and
supply side component.

The demand side will be delivered under the brand FitFood. The brief focused on
the development of a visual identity for the brand.

APPROACH
Before the project commenced, we started with a concept development stage
followed by brand identity finalisation, intersected by in-market research to test
the emerging ideas and gain audience feedback.

We started on this project in 2021. Throughout this time, I presented work in
progress to ensure alignment with the client.

CONCLUSION
The FitFood logo was launched into the market in 2022 with the supported of over
30 donors, international organisations and United Nations agencies.