Wellness makes better swimsuits

Fitia believes that life is too short for uncomfortable swimsuits. Designed and crafted in Catalunya, this brand is on a mission to give back confidence to people that see their body as an inconvenience or a discomfort when they hit the beach. Offering sustainable, adjustable swimwear with great breast support, Fitia claims that feeling comfy in your own skin starts with wearing a swimsuit that actually fits you. Confidence is not about the way you look, but the way you feel about it. Every design decision we made had to take into account the future wellbeing of our audience; transforming their mentality, not their look.

Fitia embraces diversity by creating adjustable pieces specially designed for the body’s behaviour, whether for its natural evolution or the wearer’s desire for freedom of movement. For the logo, our inspiration took on a literal yet instinctive approach: the characters elegantly unfurl giving the impression of “fastening” tapes, which convey the supportive and flexible quality of the upper garments.

For the typography we chose Neue Montreal, a versatile grotesque font with the spirit of a display font that would give the swimwear brand a timeless essence. For the palette, we drew on the concepts of wellbeing and naturalness, embracing the colors of nature and the human body. A zesty lemonade and tangerine are softened by an optimistic mauve and complemented by a more sober tonal play between clay-brown and light beige. 

The essence of Fitia can be summarised in one short sentence: life is too short for not enjoying the moment. Bodies change and embracing your golden years is part of being alive. Value lies in what we live in the present and not in what we can immortalise and preserve forever. To give this concept a physical dimension, we designed packaging that once opened cannot be closed: it invites you to take action, to rip it down the middle, with all the consequences that this entails.

For the product shots we wanted to capture a sense of the natural movement of the body. Rather than anything too poised or rigid, we decided to show the garments in one of the most frequent positions when wearing a swimsuit: lying down. Our proposal consisted of radically changing the camera’s point of view to immortalise the models in natural, laid back positions while avoiding any sense of objectification. In addition, the central model is never alone; she is accompanied by two friends, much like she would be on the beach or by the pool, bringing both warmth and a sense of inclusivity to an otherwise stark set. 

Finally, rather than shooting the campaign in a classic beach location, we decided to recreate a day out swimming with friends in a wilder place; a marsh. We documented the models, windswept and carefree, interacting with each other and having fun throughout the day. Opting for dynamic movement, their bodies are captured as vehicles for action – because if Fitia stands for anything, it’s living your best life.

For the ecommerce site, we built a responsive 100% custom design environment, aligning the user experience with the brand’s adaptive personality. Unique details add a touch of playfulness to a sophisticated overall aesthetic, such as the little plane that appears in motion to announce special news to users, inspired by the light aircraft that fly over beaches.