The Brand Identity – Home of the Greatest in Graphic & Brand Design
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.”
The wider visual language draws on 1960s and 70s modernism rewired for the pharmacy aisle, all optical stripe fields and bullseye targets. “That period reads as joyful and calm at once, with an economic upturn across most countries, a lot of self-expression and an internet that was not yet a distorted mirror of reality,” Mishchenko explains. To keep the reference from tipping into pastiche, she “borrowed the era’s logic rather than its decoration, holding on to the grid and geometric restraint while keeping the colour, scale and tone contemporary.” Setting the tone is a confident, condensed display typeface, Luminatype Studio’s Gulams Condensed, which Mishchenko calls “a narrow, direct typeface like an old pharmacy label that fits a lot into a tight space.” It stays “businesslike but never cold”, with rounded forms echoing the circular concept that’s ever present.
The palette has three tones: primary red, sky blue and a deadpan soft pink. “I wanted to go the opposite of the usual supplement palette of beiges and blacks, making it bright and joyful, while still shouting like a human state,” Mishchenko notes. “To balance the energy of the red, I added a contrasting blue and a pink that softens the whole system.” Underneath the colour sits a strict organising principle: a baseline divides each pack into segments, fixing the zones where the logo, active ingredients, nutrition facts and warnings always sit, so a single modular label scales cleanly from the compact travel case to a 180-capsule tube.
Each product is colour-coded, so the range sits together as one family with three distinct personalities. “I kept the tube as the main working format, the one that holds a large number of capsules, while the rest of the models were free to drift, as long as the design read them as a single collection,” Mishchenko reveals. It is future-proofing as much as play – the range is “planned to expand into drinks and other products, so that drift is not a risk but something built in from the start.”