Vivo Life: A Bold Custom Typeface for a Health-Conscious Brand (2023)
Client
Vivo Life
Agency
N/A
Industry
Health and Wellness
Introduction
When Vivo Life—a dynamic health and wellness brand championing 100% plant-based supplements—approached us in Spring 2023, they had an ambitious goal: a complete visual refresh anchored by a bespoke typeface. They needed something fresh, engaging, and distinctly Vivo Life to cut through the noise, from packaging and social media to advertising and in-store displays.
The Challenge
Vivo Life tasked us with crafting a custom headline font that embodied their adventurous brand essence—”Doing Life Differently.” The typeface had to reflect authenticity, sustainability, and kindness, crucial brand values for standing apart from heavyweight competitors like AG1, Huel, Vega, MyProtein, and Bulk. And just to spice things up, we had only two months from ideation to launch.
Our Approach & Creative Solution
Scouting the Landscape
We started with an in-depth exploration of competitor brands, quickly spotting an opportunity: everyone was leaning heavily on safe, geometric sans-serif fonts. Perfect! This was our cue to break away and inject personality and vibrancy into Vivo Life’s typography.
Creative Exploration
We developed two initial routes:
- The Explorer: Bold and artistic with sharp, confident cuts—reflecting courage, curiosity, and distinctiveness.
- The Sustainable: Warm, approachable, and subtly dynamic with humanist details—communicating care, organic authenticity, and vitality.
After spirited collaboration and insightful feedback, we evolved “The Explorer” concept further, introducing organic textures inspired by hand-crafted brush strokes. This gave the typeface that adventurous yet human-centric vibe Vivo Life was after.
Impact & Results
The finished typeface wasn’t just another font—it was a visual manifesto, aligning seamlessly with Vivo Life’s branding strategy across all touchpoints. From the web and social media to physical packaging, the new font elevated Vivo Life’s presence, significantly boosting brand recognition and engagement. Ultimately, this bespoke typeface contributed directly to a remarkable 15-20% growth in a fiercely competitive market.
“The new font is visually striking and aligns perfectly with our brand vision. Thanks to the Fontfabric team for their passion and expertise—we couldn’t be happier with the results!”
— Steve Kington, Vivo Life
Wrapping Up
Through creative bravery, insightful collaboration, and a sprinkle of design magic, Fontfabric delivered a standout custom typeface that authentically captured Vivo Life’s bold, health-conscious spirit. The result? A stronger, clearer, and more impactful brand story.
Project Details
Timeline: 45 business days
Creative Team:
- Creative Type Director: Plamen Motev
- Type Designers: Vika Usmanova, Adrian Dalpra