Fitter Food is a health and fitness brand whose aim is to do the basics brilliantly well. The company is passionate about good food, being fit and leading happy, healthy lives. Fitter Food was born out of a love of sharing this knowledge with others and seeing lives transformed.
Through online plans (Fitter 16), a membership platform (Fitter 365), private consultations and a best selling cookbook, they are helping thousands of people regain control of their bodies with healthy nutrition, exercise and lifestyle habits. Founded by Matt Whitmore and Keris Marsden – qualified therapist, coaches and nutritionists – Fitter Food is an approachable place to interact with nutrition and fitness.
From the initial phone call, we knew we would enjoy working with Matt and Keris. Their enthusiasm and love of life is infectious. Teamed with a great sense of humour and a positive attitude – we quickly identified that they practiced what they preached! At a dozen eggs, our job was to take their way of doing life and business and convert it into a brand that would work for them. A brand with a dose of humour, an approachability and one that would convey their deep understanding of all things health and fitness.
The overarching Fitter Food brand was designed to work well on social media, utilising a strong colour palette and an identity that can be overlaid on photographs.
User experience, design and development
a dozen eggs designed and developed two sites for Fitter Food; the sales site for Fitter Food, a place where Matt and Keris can post their free content, upload blog posts and add context to the Fitter Food brand. And Fitter 365, their membership site where their users can benefit from their wealth of experience and years of resources.
Fitter Food website
Both a sales site for the Fitter Food umbrella company, and a go-to place for nutrition and fitness resources to be shared, the website needed to act as a communication point for products, services and information. The site gives users a sneak peak of what they could expect from a Fitter 365 membership with recipes, workouts and training.
The website also includes the ability to purchase online products, books, consultations and merchandise.
A goal at a dozen eggs was to clearly communicate the authenticity and passion of Keris and Matt. A couple with loads of personality and a friendly tone of voice – we felt they were a really strong selling point. But, with the wealth of content, we were also aware to ensure the information sat in a clean, minimal space. Clear navigation, call to actions that pop out and plenty of images of the team were crucial points to cover within the design aspect of the project.
Their flagship product – Fitter 365 – is a membership site packed full of recipes, training plans, educational e-courses and real time workouts. Keris and Matt, the founders of Fitter Food have spent the last 10 years researching, investigating and then testing ways to help their clients with their health, training and nutrition needs. They have developed a wealth of knowledge particularly in areas such as gut health, stress, movement and menopause. Fitter 365 is the go-to place to discover this wisdom.
The user experience and navigation for the Fitter 365 site was an interesting problem to solve. It’s a site that users engage with time and time again and therefore poses different challenges to a site that is predominately sales led.
It was important to strike a balance – creating familiarity with the structure and navigation whilst also keeping the content fresh and diverse. Ensuring the user was presented with tailored, relevant content, whilst also tempting them to try new things and to explore the full range of resources available.
The carousels pull content through to the top-level pages allowing the Fitter Team to give the site a curated feel that could change by season or focus.
The site can be personalised to work around training and nutrition needs, with options to filter content associated with your exercise and food goals together with lifestyle requirements. To encourage the user to focus on specific goals we included a calorie calculator and the option to set food, exercise and education preferences.
The Fitter Food team had an incredible number of testimonials, all glowing! But we felt it was important to keep the authenticity of the reviews, rather than polish them up! Dale – our wonderful web developer – developed a system to display them in iMessage form.
Fitter 365 Profiles
The Fitter Food team are all about helping their users build sustainable goals. Matt and Keris were keen to equip people with the stats they needed to work out what was working for them, and what wasn’t.
And finally, we needed to design a site that didn’t feel overwhelming for those users who struggle with technology and still remain engaging for those that don’t.