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Fitkom vitamin gummy brand is repositioned for Indonesian market

SoHo Global Health’s introduces brand mascots with story lines for its Fitkom vitamin gummy brand in the Indonesian market.

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SoHo Global Health has introduced a new brand identity and packaging for its Fitkom vitamin gummy brand in Indonesia, with help from package designer Anthem Worldwide.

Soho Global Health sought to develop a new set of mascots for its Fitkom brand that would appeal to both children and parents. The new Fitkom gummy brand has been brought to life, depicting a group of mixed-gender heroic rangers whose story-based mission is to help those in need.

“We are proud of how far we’ve come with Fitkom gummy,” says Kiki Sembiring, Vice President of Sales and Marketing, SoHo Global Health. “With a single goal in mind, we developed a new set of successful, sustainable mascot characters and a powerful story that can appeal to kids while reassuring moms.”

Anthem led the creative conceptualization process for the development of the mascots, conducting character and product development workshops and introducing suitable story lines and design elements to highlight the appeal of the brand. This included the design of visual anchors that serve to emphasize the product’s nutritional value and benefits. Anthem also led the structural package design and overall graphic design.

“As a team, we wanted to avoid the common misconception of thinking that we as adults understand what motivates kids,” says Spencer Ball, Creative Director at Anthem in Singapore. “So we spent a lot of time drawing pictures and interacting with kids, ultimately co-creating these characters as part of an integrated brand strategy on- and off-pack. We’re over the moon with the rangers and the pack designs,”

Fitkom Gummy is now available in stores and online within Indonesia.

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