For fatty15’s AFEX packaging, Design Dept® looked to fine fragrance

fatty15 is a supplement brand from Seraphina Therapeutics, built on the fatty acid C15:0 and positioned on healthy ageing at the cellular level. Healthcare providers had been asking the company for a supplement that they could give their patients, so it developed AFEX, or Advanced Formula Extra Strength – a provider-specific version at a higher dose. Los Angeles-based studio Design Dept® had designed the original fatty15 packaging. For AFEX, the studio was commissioned again, and the brief was an initial kit with a refillable bottle and a refill design. AFEX was made for healthcare professionals and high-end wellness environments, so the packaging had to be credible to a clinician. “We looked to fine fragrance because the best fragrance houses use packaging to express the product before you ever experience what’s inside. They obsess over materiality, colour, proportion, weight and the ritual of opening the package,” Founder & Creative Director Ali Martín Carrillo Filsoof tells us. “fatty15 is fundamentally about strengthening and supporting our cells, so the cellular reference felt like a natural place to begin.” “The bottle isn’t something you buy, empty and throw away every month. It’s an object you keep and refill with fresh Pure C15:0 capsules,” Filsoof continues. “The challenge was bringing the beauty, permanence and ritual of fine fragrance into the experience without sacrificing scientific credibility.”