With smoothies, in the Nordic region, suffering from consumer misunderstanding, our challenge was to disrupt the staid, crowded and confusing category and create a brand identity and design to convey a fresh attitude to mirror today’s focus on health and wellness.
The creation of unexpected, personality-driven statements speak directly to the consumer and create standout on shelves dominated by predictable images of fruit. The colour palette is fresh and contrasting, emphasising the 100% real fruit recipe and communicates the vibrancy of health. The new logo cleverly links the double ‘o’ to symbolise a simple fruit emblem and is complemented by the bold strap-line that defines Froosh as, ‘fruit: bottled’.