Froosh

 

Pearlfisher has redesigned the graphic design and brand identity for Swedish urban smoothie brand Froosh. Check it out below.

"Tasked with creating a new identity that clearly fights smoothie-confusion in the Nordic market and powerfully communicates the pure fruit health benefits of Froosh, Pearlfisher has delivered a single-minded identity that puts key brand messages at the forefront of the design.

Pearlfisher has created a unique logo, cleverly linking the double 'o' to symbolise a simple fruit emblem. The new logo is then complemented by the bold strapline that defines Froosh as, fruit: bottled.

The bottle graphics create immediate on-shelf differentiation from the big players, with strong statements that speak directly to the consumer. The colour palette is simple fresh and contrasting, emphasizing the 100% real fruit recipe and increasing taste cues. Taken as a whole, it is a visual and verbal reinforcement of the brand’s no-nonsense approach, and has the flexibility to operate across all media.

The new identity works across the 5 variants of the brand and creates a straight-talking brand that speaks with immediacy and a twist of humour. It also works to reinforce the brand’s positioning as the ultimate healthy yet filling snack.

Natalie Chung, Creative Director Pearlfisher, "Froosh is one of those challenger brands that we enjoy working with, the guys were passionate about design and it was great to work on something where copy was so integral to the overall design. It's a great brand with a new design that should help set it up for the future".

Froosh will be available by the end of June 2010 in five countries within the Nordic region and Germany. It sells within multiples, cafes, bars and vending machines."

 

Comments

[olilomo]

I really love the colour choice of these bottles. Even though we have seen a lot of typographic solutions in that field in the last time, this absolutely works for me. Especially due to the new "froosh" signature which just doesn't look nice but also transports the product topic in a simple and clever way!

[Yael Miller]

Beyond typography, the unique twist is the copy-driven branding.

Each bottle has a different 'message' on it, all giving the brand its personality and voice that goes far beyond the graphics/look.

[Mike Mizrahi]

The messaging is great. However, I wish the flavors were more easily identifiable.

[joe]

yet another typographic brand, i dont think it "goes far beyond graphics/look" this is the oldest trick in the book with no new twist to it... only 2 things i like, the bottle shape and colour choices

[rob]

I have to agree with joe I´m afraid. We have seen this kind of type based design so much that it feels stale and dissapointing especially coming from such a creative firm like pearlfisher.

Also is it wise to base a design so much on text and copy when it is be sold in non english speaking countries?

On the whole its not unattractive, just nothing new!

[SDN]

I feel like Pearlfisher is getting an obvious house style, every new thing they do seems to look the same lately. Its a shame, they used to produce some amazing work, lets hope they surprise us with something different soon... with an idea lead concept rather than the usual nice looking typography.