From Fitness Meals to Healthy Meals for Everyone
Project snapshot
Brand Strategy
Rebranding
Brand Identity
Packaging & Labeling
Art Direction
Campaign Concepts
Photography/Video Direction
UI/UX Consultation
About the Client
FitLab is a healthy meal-plan business built around convenient, customizable nutrition. The offer combines structured meal plans, calorie and macro choices, and flexible options for people with different lifestyles and wellness goals.
The Challenge
The business was performing well, but the brand was strongly associated with gym-goers, athletes and trainers. That perception limited a product that could serve a much broader audience, from parents and professionals to people simply looking for easier everyday healthy eating.
Healthy Meals for Everyone
Minto reframed the brand around a broader mission: bringing healthy meal plans to everyone. The strategy expanded the audience and product logic beyond fitness, creating room for different plans, lifestyles and dietary needs while keeping nutrition at the center.
Giving Meaning to the “Lab”
The FitLab name already existed, but the brand lacked a strong narrative around it. Minto developed the “Lab” story around laboratory precision: ingredients, flavor and nutrition carefully balanced as if they were being measured in a lab. This territory became part of the identity and communication system through ideas such as “Where Science Meets Flavor” and the “Chemistry of Nutrition”.
A More Human, Colorful Identity
The visual identity moved away from a dark, traditional fitness-meal aesthetic toward a brighter lifestyle system. Color helped organize different meal-plan categories, while a more playful and human art direction made healthy eating feel relevant beyond the gym.
Campaigns & Experience Direction
The laboratory narrative was extended into creative campaigns, including scientist-style delivery and food-preparation concepts. Minto led campaign ideas, storyboards, casting and visual direction for photography and video, while production execution was handled with external production support. Minto also provided brand consultation for the website and app UI/UX rather than full product design execution.
The Outcome
The brand’s current public expression continues to communicate customizable healthy meal plans for different goals, reflecting the broader lifestyle positioning created during the rebrand. Saudi market-entry planning exists internally but is not presented as an active Saudi operation.
The delivered outcome