Fitivo is a brand of all-natural cleansing juices made with organic ingredients that focuses on the inner health of the body. The brand is composed of various juices. The first set is a three-part juice built produced to improve fitness while exercising. Conceptual names were used for each juice to create a logical process for the customer. To make it easier, color was used to indicate movement and change. The second set is composed of six juices where the main goal is to indicate to the customer the different colours needed on a daily basis (e.g. green is for veggies). As an extension of the brand, Fitivo also provides a line of all-natural organic protein made from a combination of two different ingredients. The design proposal is to use color as an element that indicates the fusion of the flavours. Simple and minimalistic icons are used throughout the brand and are inspired particularly by medical labels and clean healthy lifestyle.