Phenomenon Branding Tackles Fatty Stigma

Seraphina Therapeutics, the San Diego company that discovered the little-known essential fatty acid, C15:0, is bringing it to market with an equally unusual name and packaging, designed to grab consumers’ attention and establish the product’s benefits. Los Angeles-based Phenomenon created the brand strategy and positioning, name and identity, as well as package design. Throughout, Phenomenon highlighted wellness attributes and the purpose-driven commitment of the brand – positioning the supplement as a new essential and developing packaging that champions sustainability in a category known for throwaway plastics. The launch will be supported by paid and earned social media and influencer campaigns.


Krish Menon, agency Founder and CEO explains: “Phenomenon developed the unusual fatty15 name to challenge the stigma of the words ‘fat’ and ‘fatty’ and open up conversations about C15:0, or pentadecanoic acid, a healthy fat with anti-aging benefits. From a naming perspective, we wanted to hit it straight on, the thinking was let’s not be vague about it. Let’s call it ‘fatty’ and add 15 for the chain it comes from. We pushed hard for fatty15 because the name starts the conversation about the importance of healthy fat and allows us to educate consumers.” A less-is-more mentality imbued the branding and identity program: for example, the sans-serif logo font Averta features a custom ‘y’ reminiscent of a smile and in keeping with the brand’s ‘approachable science’ personality. Pared-down sustainability was the guiding principle during every step of package design, sourcing and implementation. Fatty15 is packaged in a reusable, seafoam-green tinted glass bottle, topped with a bamboo screw-top lid, each uniquely grained by nature. “We designed the fatty15 bottle to be beautiful enough to display on your counter,” says Ali Martin Filsoof, Design Director at Phenomenon.


The 360-degree branding project also included a capsule-shaped logomark that features an elongated “C” and 15 dots. The agency also produced lifestyle imagery, merchandise and provided creative direction and assets for the website.