Fruit5: Disruptive Smoothie Brand for UK Market Launch
The Challenge: Creating a Disruptive Smoothie Brand
Fruit5 is a company that makes smoothies sold in supermarkets, coffee shops and various other outlets.
Challenge: Create and launch a disruptive smoothie into the UK market initially and then roll it out internationally. This included coming up with a brand strategy and visual branding.
This challenge requires:
- UK market launch: Launch disruptive smoothie in UK market
- International rollout: Roll out internationally after UK launch
- Brand strategy: Complete brand strategy development
- Visual branding: Visual branding that stands out
Brand Solution: “5 A Day” Concept
Brand Solution: Fruit5 is a company that makes smoothies sold in supermarkets, coffee shops, and various other outlets. Based on the concept of “5 A Day” which is any of various national campaigns in countries such as the USA, the United Kingdom, and Germany, to encourage the consumption of at least five portions of fruit and vegetables each day.
The Fruit5 smoothies are made of 100% natural and organic ingredients that are grown and sourced locally. With no artificial flavors, preservatives, or additives, the Fruit5 smoothies are healthy alternatives to most smoothies found in the market.
This brand solution works because:
- 5 A Day concept: Based on national campaigns encouraging five portions of fruit and vegetables
- 100% natural: Made of 100% natural and organic ingredients
- Locally sourced: Grown and sourced locally
- No additives: No artificial flavors, preservatives, or additives
- Healthy alternative: Healthy alternatives to most smoothies in market
Brand Strategy: Bold, Simple, and Iconic
The brand strategy involved creating awareness of the 100% natural and locally sourced ingredients that form the core of the brand. To support that strategy, the visual language had to be bold, simple, and iconic. To facilitate this, we created an iconic logo that looks like it is made from the peels of the fruit. This gives it a very fresh and natural look and feel. We also created a series of secondary icons that would be used on the various flavors of smoothies with simple iconic fruit symbols and color codes.
This brand strategy works because:
- Awareness creation: Creates awareness of 100% natural and locally sourced ingredients
- Bold visual language: Bold, simple, and iconic visual language
- Fruit peel logo: Iconic logo that looks like it’s made from fruit peels
- Fresh and natural: Gives very fresh and natural look and feel
- Secondary icons: Series of secondary icons for various flavors
- Fruit symbols: Simple iconic fruit symbols and color codes
Results: A Disruptive Brand That Stands Out
The brand identity we created for Fruit5 successfully launches a disruptive smoothie brand into the UK market with plans for international rollout. The brand strategy based on “5 A Day” concept, combined with the iconic fruit peel logo design and secondary icons with fruit symbols and color codes, creates a bold, simple, and iconic visual language that creates awareness of 100% natural and locally sourced ingredients.
Today, Fruit5 uses this brand identity to attract consumers who want healthy smoothie alternatives, positioning them as a company that makes smoothies sold in supermarkets, coffee shops, and various other outlets, made of 100% natural and organic ingredients that are grown and sourced locally, with no artificial flavors, preservatives, or additives, creating healthy alternatives to most smoothies found in the market.
