Go with your gut: Fuman devises a loud and gutsy look for the health-focused drinks brand Viva

Fuman has created an impactful identity for Viva, a drinks brand, with the intention to challenge the norms and stereotypes commonly associated with health products. The brand’s identity, designed by the New Zealand-based multi-disciplinary design studio, is characterised by a bold typographic direction and a vibrant colour palette, embodying an unconventional and lively spirit that injects a much-needed sense of fun and rebellion into the wellness-focused market. At the heart of Viva’s identity lies the theme of ‘guts,’ which not only symbolises courage, intuition, and authenticity but also emphasises the importance of gut health, encouraging consumers to wholly embrace a gut-friendly lifestyle. The curvy handcrafted wordmark itself is, quite literally, inspired by guts. The brand embraces vibrant and bold contrasting colours that, according to the studio, were chosen to “pack a punch.” The bright yellow hue, in particular, references the tangy citrus lemon flavour of the drinks.