Little steps lead to big wins.

Misfits' mission is to fuel health and inspire happiness via mood-defining nutrition with their new range of protein powders, supplements and nootropics. By zooming in on body, mind, gut, energy, calm, sleep and defence, Misfits intend to influence people’s moods for the better and fit seamlessly into their daily lives.

Otherway led the brand strategy and created a full suite of touchpoints across the brand - from packaging to website. The product has been developed to be fully plant-based with new and innovative ‘fresh-seal’ packaging, that is plastic-free and fully recyclable. The design is inspired by the movement of kinetic type, following the rhythms and workings of the natural body. We aimed to created a careful balance between a bold and playful aesthetic that stood out in a digital space, while balancing it against the need for clarity and credibility to back up the science behind it.