Fitchn

A brand bringing
feel-good fare within easy reach.

We launched a relaxed, modern, fit-healthy restaurant brand that emphasizes both approachability and wellbeing through visual and voice. Our work was guided by the insight that consumers are craving more food options that are fast, healthy, approachable, and joyful — and that don’t feel overly sophisticated or exclusive to a specific audience.

Brand Strategy

  • Brand Framework
  • Value Proposition
  • Audience & Market Research

Brand Identity

  • Naming
  • Voice
  • Logo Design
  • Design Systems

Physical Experience

  • Experience Strategy
  • Concept Design
  • Prototyping

Content

  • Creative Strategy
  • Design
  • Photography
  • Illustration
  • Copy
Signage on a black storefront displaying the word "Fitch" in large, white, 3D letters with a brick wall and white railing in the background.
White metal sandwich board sign on a sidewalk with the word "Fitchn" in green text, surrounded by colorful abstract shapes in red, orange, yellow, pink, green, and olive.
Window display with colorful abstract fruit and vegetable shapes including an orange, banana, avocado, and another circular fruit with text reading "Eat or sip" and "Stay or split." Above, the text reads "Feel-good fare is coming soon" alongside logos of partners.
Top image: Round white sign on a green wall with green text that reads "ORDER HERE" and a pink arrow pointing down. Bottom image: Interior corner of a cafe with colorful fruit graphics and text on the wall saying "Say hello to feel-good fare," alongside wooden flooring, green walls, pillars with partial text, and a black queue barrier.
Interior of a modern restaurant with green walls and wood flooring. A large green pillar has the text "You're getting warmer" with an arrow. On the back wall, text reads "Carefully sourced ingredients" and "Wildly adored by all" in white and light pink font. Ceiling pipes and light fixtures are visible, and signs indicate directions to order and bathrooms.
Hand holding a pita wrap filled with grilled chicken, lettuce, cherry tomatoes, shredded carrots, and cheese, placed over a grey plate on a pink surface. Surrounding are a red tomato, a lemon, a cup of green smoothie with a straw, a small white bowl with mustard sauce, half an avocado, a small white square bowl with pickled onions garnished with cilantro, and two stacked pita breads partially wrapped in a napkin.
Hand with red nail polish holding a fork with a bite of salad above two stacked clear plastic bowls filled with fresh salad containing lettuce, cherry tomatoes, cucumber, grilled chicken, and cheese, against a light green background.
Four colorful smoothies in clear plastic cups with straws, each placed on or near wooden blocks, accompanied by fresh fruits including bananas, strawberries, avocado, pineapple, and an orange, set against a bright yellow background.
A tabletop with three bowls of fresh salads containing leafy greens, avocado, cherry tomatoes, watermelon radish, and red chili slices. A hand is drizzling dressing from a spoon over the middle salad. On the left, there is a bottle of orange juice labeled "Fuel Good". On the right, there is a pink smoothie with a straw, a small red shot bottle, a small dish of green sauce, a small bowl of pickled onions, and a halved red onion. Some crackers are in the bottom right corner. The background is a tiled white wall.
Hand holding a green card with large pink text, partially visible "yicum," and a circular logo at the bottom right corner that reads "Fuel Good Feel Good" with a leaf illustration, against a white tiled background with green grout.
Two bowls of fresh mixed green salads with various toppings including avocado slices, cherry tomatoes, pickled onions, and lime wedges on a white table. Nearby are three bottles of colorful juice or smoothies (yellow, green, and red), a small dish of green dressing, a lemon wedge, and a fork placed on a folded napkin. The background has a tiled wall.
Asche & Spencer

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Asche & Spencer