Dear Vita
Dear Vita is a Manchester-based halal meal prep and wellness brand focused on supporting healthier lifestyles through thoughtfully prepared food.
Year
2025
Industry
Hospitality
Services
Brand Identity
Client
Dear Vita
Dear Vita is a Manchester-based halal meal prep and wellness brand focused on supporting healthier lifestyles through thoughtfully prepared food.
The brand positions itself around nourishment, balance, and intentional living, orering meals that prioritise both physical wellbeing and cultural consideration. At its core, Dear Vita is about making wellness accessible, consistent, and meaningful in everyday life.
This project focused on redefining Dear Vita’s visual identity, evolving it from a basic, template-led Canva logo into a cohesive brand system that could confidently live across packaging, digital platforms, and physical environments.
The existing Dear Vita identity lacked distinction and emotional depth.
While functional, the previous logo did not reflect the brand’s values around wellness, care, and quality, nor did it provide a scalable system for real-world applications such as packaging, advertising, or product expansion. The brand needed an identity that felt more intentional and refined, without becoming overly clinical or losing its warmth.
The challenge was to create a visual language that communicated trust, nourishment, and credibility while remaining approachable and culturally relevant. This required careful balance, ensuring the brand felt premium and well-considered while still resonating with a broad, everyday audience
The creative direction was informed by the idea of food as an act of care. The brand needed to feel calm, grounded, and human, reflecting the role Dear Vita plays in supporting daily wellbeing. Visual inspiration was drawn from natural forms, organic movement, and understated elegance, allowing the identity to feel timeless rather than trend-driven.
A nature-led colour palette was developed to evoke freshness and balance, supported by clean compositions and generous use of negative space. The aim was to create a brand system that felt intentional and confident, allowing the product and messaging to speak clearly without unnecessary visual noise.
The Dear Vita logo was designed as a combination of warmth and structure. The word “Dear” is set in a calligraphic, handwritten style to introduce a sense of humanity, care, and personal connection, reinforcing the brand’s nurturing approach. In contrast, “Vita” is more structured and grounded, providing balance and stability while referencing life and longevity.
A subtle leaf form was integrated into the letterforms of “Vita” to symbolise wellness, growth, and nourishment without relying on obvious or overused visual cues. Alongside the primary logo, a submark was developed using a re ned ‘V’ symbol. This mark was designed to function independently at smaller scales and to act as a recognisable brand signature.
The ‘V’ submark was further evolved into a repeat pattern, forming a key part of the brand’s visual language. This pattern system allowed the identity to extend seamlessly across packaging, social media content, outdoor advertising, and vehicle branding, creating consistency while maintaining visual interest.
The new Dear Vita identity was rolled out across a wide range of touchpoints, including meal packaging, printed materials, outdoor advertising, digital assets, and branded vehicles. Each application was carefully considered to ensure the brand remained clear, cohesive, and recognisable regardless of scale or environment.
The result is a refined and flexible brand system that accurately reflects Dear Vita’s values and positioning within the wellness space. The updated identity elevates the brand’s presence, builds trust with its audience, and provides a strong visual foundation for future growth, ensuring Dear Vita can continue to expand while maintaining a consistent and meaningful brand experience
