Fruffee
Client: Fruffee
Year: 2022
Brand creation
Visual Identity
Packaging Design
Role: Creative Art Director
Challenge / Brief
Fruffee—a coffee brand combining your beloved latte with fruity flavors—needed a visual identity that captured its fun, cheerful personality. The brief was to create packaging for grocery shelves that feels boldly playful, instantly recognizable, and communicates the brand’s vibrant personality to busy customers.
Insight / Strategy
The core idea: Fruffee = Fruits & Coffee, a joyful mash-up deserving a joyful visual identity. The strategy focused on:
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A funky, eye-catching palette reflecting the brand’s energetic, feel-good vibe.
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A friendly, cursive lowercase logotype shaped like a smiling mouth to reinforce the joy and accessibility.
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Illustrations that evoke fun and connection—shadows of happy people interacting with ingredients—that make the packaging pop and invite a closer look.
Creative Process
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Developed moodboards exploring color palettes and styles that felt youthful, optimistic, and fun.
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Designed the logotype in cursive, emphasizing friendliness and personality, with a subtle smile symbol built into its form.
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Created distinctive illustrations per flavor—hands, figures, ingredients—using playful compositions and shadow effects that add movement and storytelling.
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Built a visual system with clear visual cues to help shoppers quickly identify each flavor at a glance.
Creative Process
A dynamic brand identity reflecting playfulness and freshness.
A logotype that smiles, literally inviting engagement.
Flavor illustrations that create personality and clarity on shelf.
A colorful, energetic packaging system that stands out and delivers instant recognition—bringing delight and clarity to shoppers.
Working on Fruffee reaffirmed the importance of creating packaging systems that not only communicate brand positioning but create emotional connections. It taught me how a playful visual identity can be both strategic and fun—and deeply memorable in competitive retail environments.