Frutzee aims to plant its flag in the family fruit drinks market through a character-based visual concept communicated via its drinks packaging and website. The goal is simple: design a cohesive concept that appeals to children while communicating the nutritional benefits of choosing the brand.
CHARACTER FIRST DRAFT
The central idea is to develop animated caricatures as characters for each type of fruit chips— apple, banana, berry, and grape. They first came about as starry-eyed ‘monsters’ and did enough to convey their respective fruit types; but of course they had potential and an evolution of the characters was necessary.
The Frutzee characters are eventually refined from eccentric to fun and friendly. Rather than uniquely shaped ‘monsters’, a singular character is seen representing the four main flavors. As a result the concept feels less messy and is easier on the eye.
On the inner packaging of the chips the character concept for the four flavors look clean, fun, simple, uniform, and most importantly, easy to grasp at first glance.
The same applies to the outer packaging, which is visually vibrant and contains more elements for buyers to consider. However, it’s easy to engage with, and eye-catching through emphasis on the character faces representing the different flavors.
While the visual branding is distinct, the main aim of the Frutzee packaging is for quick appeal: buyers need to easily interact with the visuals of the brand’s packaging and find out the essential information of the product. The concept has also been adapted for the brand’s website.