Fruit Pocket!

Darlingisbeautiful®, a new Branding Consultancy, set up in Paris in early 2008, recently redesigned Materne-Confilux's kid's line, "Fruit Pocket!":

               

Beyond an elementary revitalization, Darling has advised Materne-Confilux to move towards a brand new positioning: from a neutral tone of voice and global audience, to a clearly assumed target: Kids. Darling worked on the strategic positioning, the general look & feel and gives life to “the band” of eyes catching fruity mascots, which are now know as "The Fruit Pockets". The Brand ID and Packaging structure already existed.

                               

The fruit characters act as new friends for kids, helping them keeping their “5 a day” habits with these "healthy snacks". Darling adds freshness thanks to little drops, and foliage at the top of the pack to evoke a sense of "nature-ness" feeling, as the "compote" (fresh fruits purée) is made of 100% fruit and no sugar added. Indeed, the goal of the "100% fruit” pictogram is to reassure parents in a "yes-you-can-give-it-to-your-kids" kind of way.