Role: Designer, Illustrator
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Frutek is the popular brand for baby food (juices, porridges and purees) on the Slovenian and Croatian market, it is sold all over the Adriatic region (Europe). Frutek is a subsidiary company of Fructal, which is the largest manufacturer and distributor of juice in the Adriatic region.
Two agencies were briefed on the project, each had to deliver two different concepts for rebranding (one with a mascot and one without). Among these, they selected one and executed it.
For the project, I was in charge of the rebranding version with a mascot (from concept and illustrations to the execution). Below you can first view the clients' wishes, objectives and goals, followed by the concept, analysis and final execution.
*project was not executed
• Strengthen the brand position
• Modern design that differentiates from competitors
As the brief stated that tradition and strong brand heritage is something to be proud of we uplifted the logotype.
The older version of the logotype was rounded and smoothed, whilst the second one was more playful in its form.
The new suggested logo has strong roots within the older logotype, making it softer, bolder and at the same time more up to date. Softness reflects the nature and care, whilst the boldness reflects the power of the brand.
Real fruit and porridge with a mixture of styles: photography and illustration
Clean, minimal illustrations (easier to read and to notice in store), all of the packaging is done in one style.
Overview of current mascots
Communicates tradition: through Slovenian folk tales (Janček Ježek), songs and stories. The character of a hedgehog often appears as a homely, conscientious and likeable character.
Globally, the hedgehog is recognizable for its habit of gathering fruit (interpretations from cartoons, etc.).
When viewing competitors
and their baby food lines, the character of the hedgehog does not appear, which is a great advantage. Due to this,
we can create a recognizable character that future generations will associate with the Frutek brand.
Current hedgehog character
Other hedgehog illustrations
It is a simplified shape and at the same time still, a recognizable character without having too many details. This way it also works on smaller surfaces (the small porridges 120g).
new hedgehog character proposition
PROPOSED Product Segmentation
based on colour
Age of food introduction: (tags on packaging)
glass packaging (juice, porridge)
The bellies of the hedgehogs are cut out through which you can see the colour of the porridge.
There is no cut- out here and the bellies are coloured according to categories.
Flavour / ingredients:
Futura PT condensed
Example of a classical style. Due to the narrow typography and higher (than average) X height*, we can get some extra space on the 120g label, despite the multilingual declarations.
Typography for declarations, small prints and additional information.
Typography that looks playful due to all the interesting and incorrect details in it. At the same time, it can appear serious when seen on a smaller scale or when seen at greater distances.
Main typography (primary) used for porridge flavours, titles and main texts.
elements on the smallest glass porridge and the biggest pouch
current packaging for the brand