CARIBBEAN

FMCG

Fruta Juice

Fruta is a household name across the Caribbean, but the brand had lost its freshness and taste appeal. With over ten juice drinks in different sizes and pack types, we set out to make the whole range feel juicy and vibrant again.

We chose white as the main colour to help the packs stand out. On this clean background, the fruits take centre stage, with a refreshed vertical logo as a mark of quality.

3D fruit photography & Navigation

The fruit photography wraps around the pack, turning flat images into lifelike, 3D fruit. We added colour cues at the top of the Tetra packs, so even if the pack is in a low fridge or turned around, people always know which flavour to pick.

Launch success

The rebrand was such a huge success that Fruta was challenged to keep up with demand. It outperformed its main competitor, who tried to rebrand but couldn’t catch up. Fruta has kept growing ever since.

A carton of Fruta organic orange juice with sliced oranges and an orange with a green leaf on top, with splashes of orange juice.

A carton and a can of Fruta orange juice, with fresh oranges in the background on a kitchen countertop.

Pattern of various Fruta juice boxes and tetra packs on an orange background.

Two containers of Fruta juice, a bottle and a can, both labeled "Fruta Premium Orange Juice" with images of oranges and orange slices on a white background.

Two cartons of Fruta premium orange juice with straws inserted, placed on a white surface against a vertically striped gray and white background.

Assorted Fruta juice boxes and tetra packs with flavors including orange, pineapple, grape, apple, and berry, arranged on a display.

Billboard advertisement for 'Fruta' orange juice featuring images of fresh oranges and orange juice splashes, with green and orange text.