Canadian Packaging

Anthem introduces brand mascots with storylines

By Canadian Packaging staff   

General Anthem Anthem Singapore Fitkom Vitamin Gummy Matthews International Corporation SGK SoHo Global Health

Agency repositions Fitkom Vitamin Gummy brand for Indonesian market.

SINGAPORE—Anthem, a global creative agency that actively connects brands with consumers by amplifying desirability from package design to brand campaign to drive brand performance, has designed a new brand identity and packaging for SoHo Global Health’s Fitkom Vitamin Gummy brand in Indonesia.

Soho Global Health sought to develop a new and ownable set of mascots for its Fitkom Vitamin Gummy brand that would appeal to both children and parents. The new Fitkom Vutamin Gummy brand has been brought to life beyond packaging, depicting a group of mixed-gender heroic rangers whose story-based mission is to help those in need.

Anthem led the creative conceptualization process for the development of the mascots, conducting character and product development workshops, introducing suitable storylines and cheerful design elements to highlight the appeal of the brand. This included the design of visual anchors that serve to emphasize the product’s nutritional value and benefits. Anthem also led the structural packaging design and overall graphic design.

“We are really proud of how far we’ve come with Fitkom Gummy. With a single goal in mind, we developed a new set of successful, sustainable mascot characters and a powerful story that can appeal to kids while reassuring moms,” notes SoHo Global Health vice-president of sales and marketing Kiki Sembiring.


“As a team, we wanted to avoid the common misconception of thinking that we as adults, understand what motivates kids! So we spent a lot of time drawing pictures and interacting with kids, ultimately co-creating these characters as part of an integrated brand strategy on- and off- pack. We’re over the moon with the rangers and the pack designs,” enthuses Anthem (Singapore) creative director  Spencer Ball.

Fitkom Vitamin Gummy is now available in stores and online within Indonesia.

Anthem is a global creative agency that actively connects brands with people by amplifying desirability—creating an insatiable thirst for brands from package design to brand campaign. Anthem sells brands to drive brand performance. Anthem is part of the brand development group of SGK. SGK is a division of Matthews International Corporation. For more information visit


Stories continue below

Print this page

Related Stories

Category Captains 2023