FitJoy is a snack brand built around the idea of joyful, nourishing food made accessible to all.

As the lead designer, I developed the core brand concepts including the logo, color palette, typography, and full packaging system. The visual identity was centered on the brand idea “Joyful Snacks Fit For All,” reflecting FitJoy’s mission to create snacks made from quality, natural ingredients without common allergens.

The final system is bright, inviting, and ingredient-forward, supporting FitJoy’s vegan, grain-free, gluten-free, and allergen-friendly positioning while maintaining an upbeat, joyful brand presence.