Our Nature is delicious
In 2017 Unilever started a project to launch a new positioning for the fruit popsicle brands Fruttare® and Solero® in Latin America.
We created a fresh brand bringing natural spontaneity of fruits through a new logo, developed a package line clean and ran a big advertising campaign that puts the two new SKUS in a truthful testimonials of real people in real situations.
A brand new logo
To change all the brand concepts in a logo we needed to find an element in common in every fruit to represent it in an iconic form. The first step was to clean up the old logo and adjusts the typography to still be recognised but now with a leaf icon and a modern look.
With the new logo, we built a new brand book and visual language to be replied all over Latin America.
New packages
The typography choice brings the simplicity of the farm and the solid colors works as an easy identifier of SKU besides a modern look. For the line "Muita Fruta" we created two new packages with transparency joining product and fruit, highlighting the purity and simplicity of the product.
Credits:
Live Agency
Game Design: 4Brains4Games (Laura Severino, Alessandro Manuini, Jonathan Panada, Giulia Tamagni) and Hjalmar Hach
Art Direction & Concept Design: Fabio Frencl
Copywriters: Thiago Costalonga & Dindi Coelho
Creative Direction: Pedro Perurena & Mauro Silva
Copywriters: Thiago Costalonga & Dindi Coelho
Creative Direction: Pedro Perurena & Mauro Silva
Project and Package Design: Questtonó & Live Agency