Packaging: Fresh'n Fruity


"New Zealand brand design expert, Dow Design, has masterminded the brand platform and new image for Fonterra Brands’ Fresh’n Fruity yoghurt range hitting supermarket chillers next week. While most packaging has a logo and separate imagery, Dow Design has broken new ground by making the logo the actual pack design, with the evolving vines and fruit communicating the personality of each range.

Fonterra’s brief was to create a distinctive and memorable design to differentiate the Fresh’n Fruity brand from competitors. ‘The packaging had to have the personality and attractiveness that is the long established Fresh’n Fruity world,’ says Dow designer Andrew Sparrow.

Bursting with fruit imagery encased in fresh white space, Fresh’n Fruity’s logo has been reworked into a leafy device complete with vines that change to suit the product range. ‘This trademarked imagery will keep Fresh’n Fruity ahead of the pack, while making it easy for yoghurt lovers to find their favourite brand in the supermarket chiller,’ says Andrew.

‘Fresh’n Fruity’s image overhaul is another outstanding example of how Dow’s individual design process connects consumers emotionally with brands to consistently deliver improved performance and sales,’ he explains."

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in TheDieline

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