Nice to fit you
Comprehensive brand transformation
PROJECT
Comprehensive transformation of Nice To Fit You – development of a positioning strategy and new brand identity for one of the leading players in the meal box market.
challenge
How to grow in a highly competitive and consolidating market? Nice To Fit You is one of the longest-standing and most recognizable meal box brands, and a pioneer in flexible menu choices. NTFY is strong in sales and enjoys a loyal customer base, yet its potential to build broader awareness and market penetration remains untapped. Meanwhile, the market is rapidly consolidating under intense price pressure: smaller players are disappearing, while the largest strengthen their positions. The client requested a fresh perspective – an assessment of the current situation and the development of a solid foundation to reinforce the brand against very active competition.
execution
We began the work with a brand audit. By analyzing sales and conversion data, client reports, competitor activity, and conducting in-depth consumer interviews, we sought answers to key questions: what differentiates the market, how is diet quality perceived, what is the brand image, and which motivators and barriers influence consumer choices. Based on these insights, we created a synthesis of observations and conclusions that guided the next steps.
In the following phase, leveraging the gathered insights, we developed several brand concepts (including ideas, attributes, and branding) and tested them with meal box users. Rapid testing allowed us to quickly identify the direction that resonated most with the audience.
The change from NTFY to ‘NICE’ in the brand design was the result of analysis showing that the brand needed a less distancing, more approachable identity. Shifting the focus from the acronym to the full name ‘NICE’ emphasized the everyday aspect of meal boxes, the joy of eating, and brand closeness, aligning better with the approach to modern consumers. This new approach helps communicate quality, flexibility, and the pleasure of eating.
RESULTS
The developed platform, ‘Miło mądrze jeść’ (‘Enjoy Eating Wisely’), succinctly combines the promises of taste, wisdom, and variety, addressing a key tension in the category – ‘I want to eat well, but I don’t have time to plan my meals.’ NTFY ‘cooks, not produces’ – meals are crafted with the involvement of chefs and dietitians, offering 28 days without repetition, combining the highest-quality local and global ingredients and inspirations, and in the Select option, consumers can even order individual meals.
The tagline, which breaks conventional language rules, emphasizes that healthy, mindful eating can be an everyday pleasure. The new visual identity – with a focus on the word ‘Nice’ – highlights taste, choice flexibility, ingredient quality, and an eco-friendly packaging return program. The first changes were implemented at the end of 2025, establishing a communication foundation for 2026.
The new visual identity emphasizes the brand’s warm, approachable character, built around a serif typeface that combines brand closeness with a premium feel. Rounded letterforms make the brand accessible while maintaining elegance and professionalism. The refreshed design and communication aim to unify messaging and increase brand recognition in a category that is otherwise visually and verbally uniform.
