Froosh Design & Branding FROOSH PACKAGING by Pearlfisher London

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Industry Non-alcoholic drinks
Media Design & Branding
Market United Kingdom
Agency Pearlfisher London
Creative Director Natalie Chung
Released July 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: FROOSH
Date of First Appearance: Jul 1 2010
Creative Director: Natalie Chung (Pearlfisher)
Design Director: Sarah Pidgeon (Pearlfisher)
Senior Strategist: Georgia Levison (Pearlfisher)
Head of Words: Sylvie Saunders (Pearlfisher)
Media placement: Bottles - Convenience stores, supermarkets and cafes - 1 July 2010

Describe the brief from the client
Froosh is a 100% pure fruit smoothie sold throughout the Nordic region. The brief was for an entirely new graphic brand identity brought to life right across the product range and across every form of proprietary media. However the first step of the brief was to capture the essence of the Froosh brand on the primary packaging. With a limited budget Froosh had to get its healthy messages across in an increasingly crowded category and gain the recognition it deserved.

Describe the challenges and key objectives
In the Nordic region, where Froosh is sold, smoothies were suffering from consumer misunderstanding – people mistook it for a yoghurt-based drink rather than rejoicing in its fruit-only credentials. The Froosh brand is rooted in the quality of the smoothies. They are great tasting and super healthy. But unlike many other health and wellness brands, Froosh has a refreshingly upbeat, cheeky and irreverent personality. Froosh had to get its healthy benefits across, fight smoothie confusion in the market and also emphasise its personality of living life to the full.

Describe how you arrived at the final design

The packaging design communicates intense and delicious taste cues. The choice of colour palette highlights the natural vibrancy of the fruit. The logo links the double ‘O’ to create a simple fruit emblem and is complemented by the direct strapline fruit: bottled that brings the simplicity of the product to life. The strong and humorous brand statements speak boldly to the consumer, emphasizing the Froosh attitude, as well as spreading the fruit-only message.

Give some indication of how successful the outcome was in the market
Froosh was a 5-person team before the re-design. It's now a team of 20. The revenue is up 70% on last year and Froosh are aiming for +100% this year. Froosh has been able to negotiate a 2-year exclusivity deal with one of their largest customers in Denmark (Seven Eleven), which includes the de-listing of innocent smoothies. Froosh expect Chiqita smoothies to disappear from the market, leaving just themselves and Branhults as the only two smoothie brands in Denmark. Finally, Froosh's German supplier states that they're the only company whose fruit orders are increasing rather than in decline.