Fruitilicious

The Challenge -

Soft Fruits needed a refreshed interpretation of Soft Fruits that felt bold and distinctive while retaining the brand’s existing architecture. The challenge was to create a playful, flavour-rich look and feel without relying on literal fruit pieces as visual cues.

The solution

I explored ways to capture the energy and vibrancy of soft fruits through colour, form, and graphic language. The approach focused on balancing creativity with consistency, ensuring the new expression complemented the established brand structure.

The Outcome

The new visual direction injected personality and vibrancy into the product. The flavourful identity stood out in the category while remaining consistent with the existing design framework.