Branding for Well-Being

After decades of developing ties with various product producers, Lebanon’s leading distribution company, Fattal Group, decided to launch its own pharmaceutical brand of everyday healthcare products. Unlike its contemporaries, Vitadea, a combination of the Latin terms for life and goddess, offers alternative, more specialised products that are seldom available to a general Lebanese market. Brand architecture and identity were required to shape the rather unique wellbeing line, giving it both life and deserved distinction.

-scope Ateliers assisted in naming and developing the brand, sub-brand (Amigo) and product lines (Energy, Hygiene and Immunity), placing a clear emphasis on a state of healthy being. A clear logo and fresh house style were subsequently designed around the same aim.

The frisky feline, Amigo, was illustrated by Karine Zablit and is exclusive to the kid’s brand.