Fit and Flex Granola


Koregaon Park, Pune, Maharashtra, India

Design: Therefore Design
Location: India
Project Type: Produced
Client: Niva Nutrifoods LLP
Product Launch Location: India
Packaging Contents: Granola
Packaging Substrate / Materials: Plastic

Fit & Flex Granola is an oat-rich, entirely baked breakfast cereal by Ahmedabad-based Niva Nutrifoods LLP that promises consumers, wholesome fitness. Packed with nutrients and real fruit, it aims to empower a growing number of fitness enthusiasts to make a lifestyle shift – from binge eating to healthy eating.

Therefore Design collaborated with Niva Nutrifoods to build brand ‘Fit & Flex Granola’, end to end!

The Ask
To conceptualize, design and develop brand Fit & Flex, to include the positioning, name and identity, packaging, stationery and everything vital to go to market.

What Did We Know
Our market research across four Indian cities led us to infer that fitness-conscious consumers aged 28 to 45-years are committed to a healthy lifestyle, are driven by purpose, and are mindful about their consumption patterns. They seek definitive information about healthy foods, thus making the quality of messaging fundamentally to the brand-building exercise.

Our Solution
Seeking to appeal to an audience that is motivated to live and stay fit, we framed a brand ethos of ‘Eat Healthy, Live Well’. Our opportunity lay in the glaring insight that oats are ‘miracle food’. The fact that granola itself largely contains oats provided the prospect to peg Fit & Flex Granola as healthy. Unlike conventionally manufactured granola, however, Fit & Flex Granola is slow-baked and not dried, thus further elevating its positioning to nourishing, tasty and crunchy and appealing to a mindful audience.

Building Brand Fit & Flex
For a brand that promises wholesome fitness and evokes the idea of Food for Life, the name Fit & Flex befittingly elicits the promise of holistic fitness and builds a perception of a contemporary, youthful brand that is focussed on health.

A tight logo unit and narrow font reinforce a lean and fit identity, while the arrangement of the words themselves suggest flexibility. An earthy brown and vibrant orange render the brand as rooted, yet joyful.

The unique visual language follows from the concept, ‘Forest of Goodness’ and elicits the idea that just like a forest provides all that we need to live and flourish, the ingredients of Fit & Flex Granola provide consumers wholesome goodness and nourishment. Further inspirations from the decorative style of paper cutting enliven the design and represent lush forest layers. Carrying forward this visual language to the packaging design of each of the three granola variants; Mixed Fruit, Mango Coconut and Happy Berries represents a departure from conventional cereal packaging that is otherwise dominated by reds, whites, blues, and oranges. The Fit & Flex packaging thus successfully enunciates the virtues of the granola and its ingredients, in line with our insights of what consumers seek. Re-sealable zipper bags further facilitate ease of storage, unlike unwieldy box packing, which consumers are prone to discarding.

Bringing Fit & Flex to Life
Our on-going collaboration with Niva Nutrifoods has led us to transcend a mere design and branding mandate, to supporting brand Fit & Flex in all its marketing endeavors. We consistently represent the brand’s visual language across various marketing kits and collaterals, standees, flyers, brochures, etc., further reinforcing its positioning at every step.

Aligning our actions with Niva Nutri’s vision of 60,000 stores in Gujarat alone, we continue to aid the brand’s phase-wise launch across retail markets. We have designed and developed an informative e-commerce website and support the brand’s extensive social media presence with winning content. Therefore Design also engages in the brand’s promotional endeavours across varied events such as marathons, Garba nights, exhibitions, and more, including a recent product unveiling at a star-studded event, by athletic icons Mandira Bedi, Irfan Pathan and Parthiv Patel!

Approaching brand Fit & Flex in a holistic manner, we have positioned it to elicit a strong customer connect and recall value. Our marketing engagements are poised to energize both online and offline channels pan India, ultimately empowering consumers to make mindful choices and that much-needed lifestyle shift – from binge eating to healthy eating!