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Frutek packaging

Fructal d.o.o.

Rebranding &
Packaging 2021

Role: Designer, Illustrator
Everything seen on this page is a property of the Formitas Group (BBDO, Goodvertising) ©

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


Marketing goals

Product goals


General Objectives

• Strengthen the brand position
• Tradition
• Modern design that differentiates from competitors

• Define sub-categories and segmentation according to these categories: fruit, fruit-cereal grain, fruitvegetable, diary, meat porridges and fruit drinks.
• Indicate the age of introduction (+4, +6, +8) and segmentation by type of porridge/juice on the packaging.
• Create Shelf-ready packaging, also mark the age we want to achieve clear segmentation and easier navigation of consumers on the shelf.
• Special exposure on the BIO range, but still within a single image.

• Preserve or slightly update the logotype.
• Keep the red colour.
• Keep the slogan „Da bi iz majhnega zraslo veliko. “
• The design should be attractive, appealing.


Digital goals

Prepare digital strategy (digital communication channel proposal and content proposal).

• Prepare Key Visual which can be adjusted for different needs • Prepare new promo materials (ballpoint pens, blocks, bags, etc.)

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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.

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Design Aesthetics

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2000-2017 Approaches:

Real fruit and porridge with a mixture of styles: photography and illustration

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Modern Approaches:

Clean, minimal illustrations (easier to read and to notice in store), all of the packaging is done in one style.


Overview of current mascots

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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.

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Current hedgehog character

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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).

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new hedgehog character proposition

PROPOSED Product Segmentation

based on colour

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Base colour:

Age of food introduction: (tags on packaging)

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glass packaging (juice, porridge)

The bellies of the hedgehogs are cut out through which you can see the colour of the porridge.

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There is no cut- out here and the bellies are coloured according to categories.

Flavour / ingredients:

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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.

Block Pro

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.

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elements on the smallest glass porridge and the biggest pouch

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current packaging for the brand

FRUTEK-_120g-jabolko_korencek BIO.png
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Artboard 1 copy 2-100.jpg
Artboard 1 copy-100.jpg
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Artboard 1.jpg


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