The ‘Fort’ monogram was inspired by the Saint John’s Arms, a symbol of defence and strength. But you probably know it better as the common digital icon for ‘command’ on a Mac.
Starting from there, we developed the brand from the ground up, creating packaging, a tone of voice system and a mobile-first website with a powerful ordering system. We wanted flexibility and ease. We wanted to deliver a shortcut to health.
The CPJ website was launched as the centre of the brand world and as its shop front. We took care of the design, front end development and user journeys, our friends at PureBlue plugged our work into Magento to enable the shop functionality.