Fit Cat – a new premium low calorie lager
London-based Honest Beers approached us in early 2025. They had an ambitious new concept for a lower-calorie lager. Specifically, they wanted a drink that did not feel like a compromise. The product boasted 50% fewer calories than standard beer, yet critically, it delivered the full-bodied taste and satisfaction of a ‘proper’ lager. The mission was to target health-conscious beer drinkers who prioritise their physical well-being but refuse to sacrifice flavour or the social experience of a premium drink.
Our first strategic challenge was to develop a brand name that resonated with this ‘active-lifestyle’ demographic. We sought a name that was simple, memorable, and hinted at the healthier characteristics of the beer without being overly literal.
From our wide-ranging brainstormed long-list of candidate names there was rapid, unanimous agreement that ‘Fit Cat’ was the favoured option.
Next, we developed a diverse range of design routes to bring the name to life on the bottle label. To ensure the brand would perform in the real world, we conducted a ‘live test’ exercise across a limited number of premium bars and restaurants in London. This real-time consumer feedback provided invaluable insights into shelf-standout and brand perception.
The data led us to the creation of the final ‘Diamond’ label design. The clean, uncluttered typography, subtle ‘cat’ icon, and the strategic use of pink and foiled colourways all combine to deliver the high-end, premium cues the client sought for this quietly confident brand.
The under-stated design approach creates a cool, sophisticated look that the brand team believes marries well with the target audience’s aspiration for the beer bottle they will want to hold in their hand and drink.
Fit Cat Premium Low Calorie Lager is available in selected food and drink outlets and online.