Fruta Juices

Being a cherished family favourite for generations is both a privilege and a challenge.

Fruta fruit drinks, a trusted choice of many Caribbean families for generations, has a rich history. However, like many long-standing brands, in its efforts to avoid becoming outdated, it has struggled to balance preserving its trusted brand image with evolving to stay current, especially when competing against well-established international brands.

Since its inception in 1983, the brand has been marketed in six distinct design styles, with its logo undergoing multiple revisions. The previous packaging was flavour-focused, which made the in-store product presentation feel disjointed and scattered. Over the years, this rapid turnaround in design and identity changes weakened the brand.

Brandology's goal was to establish Fruta as a robust and confident master brand with a flavourful and clear product portfolio.

We successfully bolstered the brand logo for consistent application across all products and messaging and overhauled the entire product range to ensure the brand always takes centre stage.

White embodies freshness and purity, so we adopted it as the brand's unifying colour. The white background strongly contrasts with the supporting imagery, making it appear dynamic and bursting with flavour. 

During consumer research, the new brand and packaging significantly outperformed its predecessor on purchase intent, a promising sign that the new brand is poised for success.

For at least the coming five years, the brand team will have a great foundation to empower and grow the Fruta brand across its many markets.