Self-initiated identity · E-commerce · GLP-1 nutrition
Holdfast: lose weight. Keep strength.
Protein and fibre for GLP-1. Health and personal care is e-commerce's fastest-climbing category, and millions of people now lose weight on GLP-1 medication, along with muscle if they don't eat enough protein. The aisle answers with pharmacy blue or gym-bro neon. Holdfast says one bold, kind word: keep.
Holdfast is a fictional brand we created to show our complete process. The market research is real; no client, results or testimonials are implied. Scenes like the one above are concept applications of the final logo files, not photographs of real placements.
The brief
Positioning before pixels.
For people on GLP-1 medication, Holdfast is the protein and fibre range that helps them keep muscle while they lose weight, because the goal is getting healthier, not just smaller.
Tagline: Lose weight. Keep strength.
The idea
A holdfast keeps kelp anchored in a current. Holdfast helps you keep what matters: KEEP.
Creative directions
10 directions, one choice.
After research and strategy, we explored 10 distinct directions as concept boards. The chosen direction was then redrawn by hand as a precise vector system. Shown: the chosen direction and three alternatives.
Logo system
A mark built to work at every size.
Colour and type
A palette and type system with clear roles.
Colour
Typography
Bricolage Grotesque
Display and headlines
Familjen Grotesk
Text and interface
Specification
Applications, specified to the detail.
Every application in the brand book is built from the real logo files, colours and type, so the team can produce it exactly.
Brand in the world
Where the brand lives.
Concept applications made with the final logo files, showing the system at full scale.
- Research, positioning and tagline
- 10 creative directions presented as concept boards
- Logo system: 13 vector files, colourways, app icon and favicon set
- Colour palette with accessibility checks, and a typography hierarchy
- Graphic language and 10 specified applications
- 20 brand-in-the-world concept scenes
- 80-page brand book and a handoff package with design tokens