Eatfit rehauls brand identity
Eatfit, one of India’s largest healthy food platforms, has undergone a 360-degree brand transformation, aided by Purple Mango, the company’s brand agency. The brand makeover features an entirely new logo, tagline, a cool mascot and a refreshing new menu with indulgent options.
Having reached over 2 million customers through its app, aggregator, QSR, café, and corporate businesses, Eatfit decided to seek feedback from nearly 1000 customers in order to facilitate the transition. The company’s interaction with its huge customer base led it to discover people not only want healthier options today but that they also want food that makes them happy, especially in light of the current global scenario.
In a quest to explore this emotion between people and their food, and elicit happiness from its customers, Eatfit decided to revamp its image to project not just health but also healthy food that gives one immense joy while also being honest at its core.
Eatfit’s earlier logo, the V man that stood for the epitome of perfection that the brand has always strived for, has now been replaced with a cool tiger mascot donning pink glasses. The logo aims to connect the ‘Healthy Made Happier’ insight with a ‘Desi Cool’ image in order to create this new brand avatar.
Extending this to their menu, Eatfit’s new food options are bolder, juicier and tastier than ever, all while retaining the honest, clean, and healthy aspect that Eatfit products are known for.
Commenting on the brand transformation, Gokul Kandhi, Head of Business, Eatfit, said: “We are excited to finally share our new brand identity with the world. Our core team has been talking to our customers for a while now to get maximum information and feedback as possible. This helped us understand them better and try to create something which is in line with what our customers actually want from us. In our new avatar, we want to evoke happiness while remaining true to our wholesome and health-focused roots. Our revamped brand assets capture this spirit perfectly and we are glad to have worked on this with Purple Mango, our brand agency.”
“From the outset, we were very clear that the identity will come from strong customer insights. We were part of a lot of conversations and this really helped us give shape to it. We wanted to bring out a cool swag to an honest brand. Every design element was deliberated with care to build this new identity,” said Reuben Thomas, Partner, Purple Mango.