Fresh'N'Friends Design & Branding Obstfiguren, 2 by Scholz & Friends Berlin

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Obstfiguren, 2

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens, Wolf Schneider
Creative Director Florian Schwalme, Mathias Rebman
Art Director René Gebhardt, Jinhi Kim, Loic Sattler, Bjoern Kernspeckt
Photographer Cosima Walther, Attila Hartwig
Released October 2011

Awards

One Show 2012
One Show Design Package Design / Package Design - Campaign Gold

Credits & Description

Category: ii. Core FMCG
Advertiser: FRESH’N’FRIENDS
Product/Service: FRUIT FIGURES
Agency: SCHOLZ & FRIENDS BERLIN
Chief Creative Officer: Martin Pross (Scholz/Friends)
Executive Creative Director: Wolf Schneider (Scholz/Friends)
Executive Creative Director: Matthias Spaetgens (Scholz/Friends)
Creative Director: Mathias Rebman (Scholz/Friends)
Creative Director: Florian Schwalme (Scholz/Friends)
Art Director: Jinhi Kim (Scholz/Friends)
Art Director: Bjoern Kernspeckt (Scholz/Friends)
Art Director: René Gebhardt (Scholz/Friends)
Art Director: Loic Sattler (Scholz/Friends)
Consulting: Anna Kubitza (Scholz/Friends)
Consulting: Masa Matejic (Scholz/Friends)
Consulting: Sebastian Vetter (Scholz/Friends)
Photographer: Attila Hartwig
Photographer: Cosima Walther
Image Processing/Final Artwork: Maren Boerner
Graphhics: Simon Rossow (Scholz/Friends)
Graphics: Peter Schoenherr (Scholz/Friends)
Idea: Alexander Doepel (Scholz/Friends)
Idea: Sandra Krebs (Scholz/Friends)
Food Designer: Volker Hobl
Media placement: Fruit Figures - Shop - January 10th, 2012

Describe the brief from the client
Many Germans are overweight, including plenty of children. That is why a healthy diet becomes more and more important. The big organic market chain Fresh`N´Friends benefit from that. There is just one little problem: kids in particular hate healthy food. The task was not to lecture this problem, but to make healthy food for kids look more enticing than sweeties do.

Describe the challenges and key objectives
Children love sweet things and unfortunately, sweets are seldom the healthy option. So how does one make healthy fruit look sweet enough for children to voluntarily go for it?

Describe how you arrived at the final design
Sweets does not necessarily equal unhealthy: we created child-friendly motifs from fresh slices of fruit, grapes, berries and chunks of fruit in order to grab the young customers’ attention. That way they were encouraged to go for the fruit voluntarily. The motif possibilities are endless and can be tailored to suit children’s individual interests, turning eye candy into a healthy, vitamin-rich snack. Therefore, the product itself becomes the medium of communication.

Give some indication of how successful the outcome was in the market
During the first month Fresh`N´Friends sold almost twice as much fruit as before. The fruit figures also caught the attention of the media. Fresh`N´Friends received a lot of letters from parents thanking them. Their kids eat healthier now because they love it.