OVERVIEW
Fruti is a smoothie brand inspired by the clean, refreshing aesthetics of brands such as Pressed Juicery and Bolthouse Farms. The brand identity was developed from the ground up to create a vibrant yet natural visual language that conveys freshness, energy, and approachability while maintaining a cohesive, modern presence across all touchpoints.
THE PROCESS
The creative process began with exploring different logo concepts and visual directions for FRUTII, a beverage brand. Through hand-drawn sketches, the project explored playful letterforms, fruit-inspired symbols, and various ways to incorporate illustrations into the wordmark. After exploring multiple variations, the focus shifted to refining the typography and integrating fruit details directly into the lettering to create a distinctive, cohesive identity.
