Logo & Packaging

Our association with FMCG has given us insights into the retail market like no other business. With our Fruit-tella project, we realised the power of packaging and how it impacts sales. We were approached to give the logo and packaging design a facelift, an exercise in understanding typeface, colours and visual elements. 

After a thorough understanding of the target group and what the competitors were doing, we decided to rebrand the packaging by using sharp serifs and robust colours. The surface graphics and elements used were made more photographic and real with some exaggeration of colours – in contrast to the previously existing flat and muted colours. The lifespan of the rebranding proved to be very successful.