MISAMI design a retro-modernist supplement identity for Totally Fine

While most wellness brands sell a better version of you, Totally Fine is backing the one you already are – tired, overstimulated, a little wrecked from last night and still standing. Designed by creative studio MISAMI, the supplement line is a response to optimisation culture, and almost every decision in the identity builds on that. The brand names its own category outright, calling itself a “messy life support system,” working with real human states such as fatigue, chaos, overload, sleeplessness and everything that comes after. The brand’s three benefit territories keep deliberately clinical labels, with Energy & Detox, Glow & Repair and Focus & Mental Clarity. Each product then has a name built on a human state instead: Still Standing, Skin Support and Clear Signal, with a recurring ‘Morning After’ descriptor tying the range to the moments it was made for. “Still Standing is explained by Energy & Detox at a glance,” Creative Director Nataliia Mishchenko explains, “and the feeling never gets in the way of the fact.” One shape is present throughout the identity, recurring in the wordmark and across the packaging. MISAMI treated the circle as a character in its own right. “It’s the protagonist, an unstable figure in search of balance,” Mishchenko tells us. “I worked with it as a single idea across different states rather than as a set of separate graphics.”