This project explores the intersection of nutrition and modern visual language through the lens of minimalist athleticism. Designed for MITATO, a brand rooted in Greek dairy tradition, the B-FIT series demanded a bold reintroduction of health-focused products with a contemporary identity.
We approached the packaging with a strict geometric layout, leveraging high-contrast color blocking in white, black, and signal yellow to communicate structure, alertness, and clarity. The visual hierarchy emphasizes the key nutritional attribute (20g protein), framed by supporting icons and concise typographic structure that avoids clutter.
The logotype is paired with human silhouettes designed as universal icons of fitness and balance—deliberately abstract to remain inclusive and forward-thinking. Supporting visuals feature monochrome mannequins in motion, referencing movement, anatomy, and mindfulness, while maintaining a surreal, sculptural presence that avoids literal representation.
The overall aesthetic direction aligns with a graphic modernism that reflects inner discipline, precision, and the conscious pursuit of health — not through marketing slogans, but through form, contrast, and visual rhythm.