Corporate Branding & Packaging Design
Fruuut
Goal
This was a passion project with the goal of developing modern packaging for a fictitious canned fruit company.
Process
I am not particularly passionate about canned fruits. However, as a mother of three, I am passionate about making sure my family has healthy snack options. As the COVID-19 pandemic struck, I found myself standing in the canned fruits aisle of the grocery store wondering why I was so uninspired by the package labels. I instantly started floating logo concepts around in my mind while I imagined what a modern update to canned fruit cocktail packaging might look like. I started with a quick sketch on the back of my grocery list, which lead to comparative research of canned fruit companies to see what they were doing, what worked, what looked dated, and what had already been done. More sketching followed and pretty soon, I had a logo, a tagline, and a rough draft of the label drawn out. The name for the company was a little tricky. I was surprised by the number of canning companies, so I came up with an unusual spelling and included the umlaut, which both breaks up the three ‘u’s and resembles a smile to the US audience to whom I envisioned marketing this product.
Role
Research, logo design, packaging design
I created an infograph display for the juice bottle design to visually depict the ingredients. The pie charts feel simple and fresh, while the icons are repeated in the patterned canned goods and provide a cohesive feel to the brand without being repetitive.
My goal with the candied pineapple packaging was to maintain the modern, bright, fun feel of the brand while adapting to a new type of packaging. I used may pineapple icon as the packaging cutout and build further brand cohesion. The back of the packaging was designed to continue the infographic concept from the juice bottle design while imparting both fun and useful information to the customer.
The subtle icon pattern and bright colors combine with the modern design to create bight, fun, canned fruit packaging which is both easy to read and eye catching on the shelf.