Fettle
Convenient self-health testing to keep you forever 'in fine fettle'

Fettle is an ambitious, nationally-operating self-testing health service, designed for the digital age. Consumers can order a range of self-serve kits online, test at home, and get results by text. With clinical support from health experts on-hand throughout.

From wearable tech built with built-in heart monitors, to the rise of personal DNA testing, people are becoming increasingly empowered by digital technology to take responsibility of their own health. 

The brand’s identity centred around a characterful and positive 'F' which looked to characterize somebody 'in fine fettle'.

The rest of the brand language sought to create a clinical and established brand that users could trust with their highly private information. To emphasize this, faces were never shown in photography, and instead the focus became on product and service, with the symbol and iconography adding the personality when needed.

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Chris Pitney
London • Lisbon