FITJAR SUPERFOOD: BRAND STORY

October 2020

“Love is a verb.”

It is the age of awareness and individualism, and everybody is talking about self-love. What is self-love? Does self-love mean starting your day with a positive quote on Instagram every morning? Does self-love mean looking into the mirror and telling yourself that you are worthy? Yes. Those definitely could be some of the ways. But in reality, love is so much more. Love is a verb. Love is an action.

In today’s world where the internet and social media are air and water, so many things tend to be superficial and textual. We peek into people’s ‘perfect’ lives and constantly feel inadequate. We feel we are not skinny enough, not muscular enough. We become obsessed about short-cuts to losing weight and looking flawless. We spend hundreds of ringgit on products and services that feed on our insecurities. Then later, at the end of the day, we comfort our anxiety by writing a wish-list in our heads that sums up one thing: “One day I want to look better, feel better, and live better.” Unfortunately, that dream gets stuck forever.

At FitJar Superfood, our goal is to kickstart that wish-list into a to-do list. Our mission is to translate self-love into self-care. And we are going to be realistic. We are going to start with the most basic activity that every single human on earth does, regardless of gender, race, belief, body type and size: Eating. Because we understand how change can be intimidating and how all of us have our own struggles.

Food is no stranger to us; it is already a huge part of our lifestyle day and night. Now the only thing left is choosing right and consuming right. This may seem like a no-brainer, but a change as typical as “eating healthy” actually sets the most important foundation of our strength: Mental wellness. The scientifically-proven connection between food and mood is inescapable. Mental wellbeing is partly shaped by diet and nutrition, hence the saying “you are what you eat”. What you put into your body is also what you put into your mind, essentially.

So let’s reset. Let’s begin each day by asking yourself - “how do I want to feel today?” - before deciding on what to eat. We hope you will choose joy. We know for sure that positive energy will look good on you and shine through the way you smile, the way you dance, and eventually the way you run. We are happy to be your first step towards self-love. We are even happier to be your sidekick throughout your effort of maintaining self-care. Because we believe you are enough.