D\u2019FRONT<\/strong><\/a> was not involved in the first two, but here\u2019s our take on the brand\u2019s journey. <\/p>\n\n\n\n
![\"\"](\"https:\/\/dfront.pt\/wp-content\/uploads\/2025\/10\/fruut1_zps2tkgaxc6.jpg\")
<\/figure>\n<\/div>\n\n\n\nPhase 1 \u2014 The Healthy Product <\/strong><\/h4>\n\n\n\nIn the beginning, Fruut launched with a classic dried fruit look \u2014 a simple pouch bag with a zip-lock. It was straightforward, natural-looking, and easy to understand \u2014 a kind of artisanal feel.<\/p>\n\n\n\n
Problem:<\/strong>
It wasn\u2019t appetizing. Too generic, no clear identity, no brand presence \u2014 it looked like a private-label product.
Once the team realized the brand\u2019s potential, Fruut<\/a> decided to give its packaging <\/em><\/strong>a lift.<\/p>\n<\/div>\n<\/div>\n\n\n\n<\/div>\n\n\n\n\n\n![\"\"](\"https:\/\/dfront.pt\/wp-content\/uploads\/2025\/10\/Fruut_sabores.jpg\")
<\/figure>\n<\/div>\n\n\n\n\nPhase 2 \u2014 The Product with Identity <\/strong><\/strong><\/h4>\n\n\n\nStarting with the format, the packaging<\/strong> evolved \u2014 now we finally had a snack bag. Some patterns appeared, a few discreet claims, and the familiar apple slice illustration. This version was designed to target a niche of \u201chealth-conscious mums\u201d and sit proudly in gourmet aisles. The brand grew, expanded, and started winning hearts \u2014 and shelves.<\/p>\n\n\n\nProblem:<\/strong>
Low perception of flavor and somewhat boring packaging<\/strong>.
Consumers understood that Fruut was natural, vegan, and had no added sugar \u2014 but that wasn\u2019t enough to make them buy it. It turns out people want healthy products, but they don\u2019t want to give up taste and pleasure. With pastel tones and soft typography, the design gave off a \u201clow-flavor\u201d impression.
There were also communication inconsistencies \u2014 Fruut <\/strong><\/a>had an active, bold, and dynamic voice, yet its visual image (starting with the typography) felt classic, outdated, and too \u201ccute\u201d.<\/p>\n<\/div>\n<\/div>\n\n\n\n<\/div>\n\n\n\n\n\n![\"\"](\"https:\/\/dfront.pt\/wp-content\/uploads\/2025\/10\/gamafruut-08-08-1024x446.jpg\")
<\/figure>\n<\/div>\n\n\n\n\nPhase 3 \u2014 Flavor Explosion <\/strong><\/p>\n\n\n\nAt this stage, Fruut<\/a><\/strong> had the opportunity to redesign its packaging while reducing plastic by 48%, reinforcing its ecological mindset and sustainable intent. To celebrate that milestone, Fruut partnered with D\u2019FRONT, challenging us to redesign the entire range \u2014 more vibrant, more dynamic, and to finally prove that healthy doesn\u2019t mean tasteless. Under the motto \u201cExplosion of Flavor\u201d, we created bright, energetic packaging that stood out on the fruit aisle shelves. <\/p>\n\n\n\nIt was a strong upgrade from the previous gourmet niche positioning. Fruut now represented the convenient fruit snack \u2014 peeled, ready, and with a one-year shelf life.<\/p>\n<\/div>\n<\/div>\n\n\n\n
\n\n![\"\"](\"https:\/\/dfront.pt\/wp-content\/uploads\/2025\/10\/123_Prancheta-1-copia-2-1-1024x699.jpg\")
<\/figure>\n<\/div>\n\n\n\n\nThe result was incredible. The brand took off across all distribution chains. With the help of musician Diogo Pi\u00e7arra\u2019s<\/a><\/strong> campaign, and new product lines like Enfrutado<\/a><\/strong> and Fruut Kids<\/strong><\/a> for schools, Fruut gained massive exposure, winning clients globally reaching to a point were we had 12 different languages printed on a single pack.<\/p>\n\n\n\nProblem:<\/strong>
None \u2014 just the realization that Fruut was ready to grow and take on the big players. <\/p>\n<\/div>\n<\/div>\n\n\n\n<\/div>\n\n\n\n\n\n![\"\"](\"https:\/\/dfront.pt\/wp-content\/uploads\/2024\/03\/fruut-09-1024x671.webp\")
<\/figure>\n<\/div>\n\n\n\n\nPhase 4 \u2014 The Snack of Snacks <\/strong><\/p>\n\n\n\nWith strong traction across major markets \u2014 supermarkets, convenience stores, and gas stations \u2014 it was time to compete in the big league of impulse snacks. After almost ten years of working together, Filipe (Fruut\u2019s CEO) told us \u201cGuys, I\u2019ve got one hell of a challenge for you. When can we meet? Rebranding Fruut<\/strong><\/a> \u2014 we want to be in the chips aisle.\u201d <\/p>\n\n\n\nChallenge accepted. But we have a lot to tackle.<\/p>\n\n\n\n
To start, the world of chips and salty snacks is ruled by yummy appeal. We couldn\u2019t show up with a cute, wholesome, healthy-looking pack \u2014 that\u2019s not what consumers are looking for in that aisle. So the apple icon, the sweet taglines, and the \u201cvegan \/ sugar-free \/ high-fibre\u201d icons had to go. According to Fruut\u2019s consumer surveys, people simply didn\u2019t care about that messaging in the context of snacks.<\/p>\n\n\n\n
Our suggestion: create delicious, crispy, indulgent product photography, and reorganize the information hierarchy \u2014 bold typography, clear benefits, and a structure that grabs attention at first glance. This is impulse buying territory.<\/p>\n<\/div>\n<\/div>\n\n\n\n
<\/div>\n\n\n\n\n\n![\"\"](\"https:\/\/dfront.pt\/wp-content\/uploads\/2024\/03\/fruut-16-981x1024.webp\")
<\/figure>\n<\/div>\n\n\n\n\nA key technical change was to switch the packaging<\/em><\/strong> film to a metallic one. Previous versions were made from flexible plastic; the aluminum layer added a crisp sound and feel, instantly communicating freshness and crunchiness. <\/p>\n\n\n\nAnother important point \u2014 language. Why should we be reading English on a local product? Fruut started adapting its packaging for each country, bringing the brand closer to its customers.<\/p>\n\n\n\n
The new Fruut now has a chips-like packaging<\/em><\/strong>, with sensory appeal, vibrant colors, and dynamic typography \u2014 a true reflection of the brand\u2019s upbeat spirit.<\/p>\n<\/div>\n<\/div>\n\n\n\n<\/div>\n\n\n\n\n\n![\"\"](\"https:\/\/dfront.pt\/wp-content\/uploads\/2024\/03\/fruut-17-1024x683.webp\")
<\/figure>\n<\/div>\n\n\n\n\nIts new positioning became clear: \u201cHealthy, but with pleasure.\u201d Encouraging consumers to finally swap chips for a 100% natural, guilt-free snack.<\/p>\n\n\n\n
Fruut<\/strong><\/a> found its perfect recipe \u2014 a snack that looks and tastes delicious, crispy, and can be enjoyed by kids and adults alike, with a clean conscience.<\/p>\n<\/div>\n<\/div>\n\n\n\n<\/div>\n\n\n\n\n\u201cIncredible work, guys. For the first time, I\u2019m 100% happy and proud when I see our social media and the packaging looks BEAUTIFUL in stores. And when I\u2019m happy and proud, I have to share it.\u201d<\/h5>\n\n\n\nFilipe Sim\u00f5es, CEO FRUUT<\/h5>\n<\/blockquote>\n\n\n\n<\/div>\n\n\n\n![\"\"](\"https:\/\/dfront.pt\/wp-content\/uploads\/2025\/10\/fruut-1024x345.jpg\")
<\/figure>\n\n\n\n<\/div>\n\n\n\n\n\n![\"\"](\"https:\/\/dfront.pt\/wp-content\/uploads\/2025\/10\/transformacao-1024x520.jpg\")
<\/figure>\n<\/div>\n\n\n\n\nThe several packaging<\/strong> updates and branding<\/strong> work led by D\u2019FRONT<\/strong><\/a> \u2014 winners of several creativity awards \u2014 helped solidify Fruut<\/a> as a vibrant, modern, and confident brand, capable of talking sustainability without losing flavor, and competing with the biggest names in the market with the same crunch that started it all.<\/p>\n<\/div>\n<\/div>\n\n\n\n<\/div>\n\n\n\nFruut<\/a>\u2019s journey is a case study in how design and brand strategy<\/strong> evolve with market maturity and consumer perception. From artisanal simplicity to sensory delight, each phase represented a new level of confidence, desire, and relevance.<\/p>\n\n\n\nIt\u2019s a story we\u2019re proud to tell \u2014 because, over ten years working together, we stumbled, adjusted, and grew side by side. Now Fruut<\/a><\/strong> moves forward toward new horizons \u2014 and who knows, maybe one day, it will reinvent itself again. <\/p>\n\n\n\n
It wasn\u2019t appetizing. Too generic, no clear identity, no brand presence \u2014 it looked like a private-label product.
Once the team realized the brand\u2019s potential, Fruut<\/a> decided to give its packaging <\/em><\/strong>a lift.<\/p>\n<\/div>\n<\/div>\n\n\n\n
<\/figure>\n<\/div>\n\n\n\nPhase 2 \u2014 The Product with Identity <\/strong><\/strong><\/h4>\n\n\n\nStarting with the format, the packaging<\/strong> evolved \u2014 now we finally had a snack bag. Some patterns appeared, a few discreet claims, and the familiar apple slice illustration. This version was designed to target a niche of \u201chealth-conscious mums\u201d and sit proudly in gourmet aisles. The brand grew, expanded, and started winning hearts \u2014 and shelves.<\/p>\n\n\n\nProblem:<\/strong>
Low perception of flavor and somewhat boring packaging<\/strong>.
Consumers understood that Fruut was natural, vegan, and had no added sugar \u2014 but that wasn\u2019t enough to make them buy it. It turns out people want healthy products, but they don\u2019t want to give up taste and pleasure. With pastel tones and soft typography, the design gave off a \u201clow-flavor\u201d impression.
There were also communication inconsistencies \u2014 Fruut <\/strong><\/a>had an active, bold, and dynamic voice, yet its visual image (starting with the typography) felt classic, outdated, and too \u201ccute\u201d.<\/p>\n<\/div>\n<\/div>\n\n\n\n<\/div>\n\n\n\n\n\n<\/figure>\n<\/div>\n\n\n\n\nPhase 3 \u2014 Flavor Explosion <\/strong><\/p>\n\n\n\nAt this stage, Fruut<\/a><\/strong> had the opportunity to redesign its packaging while reducing plastic by 48%, reinforcing its ecological mindset and sustainable intent. To celebrate that milestone, Fruut partnered with D\u2019FRONT, challenging us to redesign the entire range \u2014 more vibrant, more dynamic, and to finally prove that healthy doesn\u2019t mean tasteless. Under the motto \u201cExplosion of Flavor\u201d, we created bright, energetic packaging that stood out on the fruit aisle shelves. <\/p>\n\n\n\nIt was a strong upgrade from the previous gourmet niche positioning. Fruut now represented the convenient fruit snack \u2014 peeled, ready, and with a one-year shelf life.<\/p>\n<\/div>\n<\/div>\n\n\n\n
\n\n<\/figure>\n<\/div>\n\n\n\n\nThe result was incredible. The brand took off across all distribution chains. With the help of musician Diogo Pi\u00e7arra\u2019s<\/a><\/strong> campaign, and new product lines like Enfrutado<\/a><\/strong> and Fruut Kids<\/strong><\/a> for schools, Fruut gained massive exposure, winning clients globally reaching to a point were we had 12 different languages printed on a single pack.<\/p>\n\n\n\nProblem:<\/strong>
None \u2014 just the realization that Fruut was ready to grow and take on the big players. <\/p>\n<\/div>\n<\/div>\n\n\n\n<\/div>\n\n\n\n\n\n<\/figure>\n<\/div>\n\n\n\n\nPhase 4 \u2014 The Snack of Snacks <\/strong><\/p>\n\n\n\nWith strong traction across major markets \u2014 supermarkets, convenience stores, and gas stations \u2014 it was time to compete in the big league of impulse snacks. After almost ten years of working together, Filipe (Fruut\u2019s CEO) told us \u201cGuys, I\u2019ve got one hell of a challenge for you. When can we meet? Rebranding Fruut<\/strong><\/a> \u2014 we want to be in the chips aisle.\u201d <\/p>\n\n\n\nChallenge accepted. But we have a lot to tackle.<\/p>\n\n\n\n
To start, the world of chips and salty snacks is ruled by yummy appeal. We couldn\u2019t show up with a cute, wholesome, healthy-looking pack \u2014 that\u2019s not what consumers are looking for in that aisle. So the apple icon, the sweet taglines, and the \u201cvegan \/ sugar-free \/ high-fibre\u201d icons had to go. According to Fruut\u2019s consumer surveys, people simply didn\u2019t care about that messaging in the context of snacks.<\/p>\n\n\n\n
Our suggestion: create delicious, crispy, indulgent product photography, and reorganize the information hierarchy \u2014 bold typography, clear benefits, and a structure that grabs attention at first glance. This is impulse buying territory.<\/p>\n<\/div>\n<\/div>\n\n\n\n
<\/div>\n\n\n\n\n\n<\/figure>\n<\/div>\n\n\n\n\nA key technical change was to switch the packaging<\/em><\/strong> film to a metallic one. Previous versions were made from flexible plastic; the aluminum layer added a crisp sound and feel, instantly communicating freshness and crunchiness. <\/p>\n\n\n\nAnother important point \u2014 language. Why should we be reading English on a local product? Fruut started adapting its packaging for each country, bringing the brand closer to its customers.<\/p>\n\n\n\n
The new Fruut now has a chips-like packaging<\/em><\/strong>, with sensory appeal, vibrant colors, and dynamic typography \u2014 a true reflection of the brand\u2019s upbeat spirit.<\/p>\n<\/div>\n<\/div>\n\n\n\n<\/div>\n\n\n\n\n\n<\/figure>\n<\/div>\n\n\n\n\nIts new positioning became clear: \u201cHealthy, but with pleasure.\u201d Encouraging consumers to finally swap chips for a 100% natural, guilt-free snack.<\/p>\n\n\n\n
Fruut<\/strong><\/a> found its perfect recipe \u2014 a snack that looks and tastes delicious, crispy, and can be enjoyed by kids and adults alike, with a clean conscience.<\/p>\n<\/div>\n<\/div>\n\n\n\n<\/div>\n\n\n\n\n\u201cIncredible work, guys. For the first time, I\u2019m 100% happy and proud when I see our social media and the packaging looks BEAUTIFUL in stores. And when I\u2019m happy and proud, I have to share it.\u201d<\/h5>\n\n\n\nFilipe Sim\u00f5es, CEO FRUUT<\/h5>\n<\/blockquote>\n\n\n\n<\/div>\n\n\n\n<\/figure>\n\n\n\n<\/div>\n\n\n\n\n\n<\/figure>\n<\/div>\n\n\n\n\nThe several packaging<\/strong> updates and branding<\/strong> work led by D\u2019FRONT<\/strong><\/a> \u2014 winners of several creativity awards \u2014 helped solidify Fruut<\/a> as a vibrant, modern, and confident brand, capable of talking sustainability without losing flavor, and competing with the biggest names in the market with the same crunch that started it all.<\/p>\n<\/div>\n<\/div>\n\n\n\n<\/div>\n\n\n\nFruut<\/a>\u2019s journey is a case study in how design and brand strategy<\/strong> evolve with market maturity and consumer perception. From artisanal simplicity to sensory delight, each phase represented a new level of confidence, desire, and relevance.<\/p>\n\n\n\nIt\u2019s a story we\u2019re proud to tell \u2014 because, over ten years working together, we stumbled, adjusted, and grew side by side. Now Fruut<\/a><\/strong> moves forward toward new horizons \u2014 and who knows, maybe one day, it will reinvent itself again. <\/p>\n\n\n\n
Problem:<\/strong> Phase 3 \u2014 Flavor Explosion <\/strong><\/p>\n\n\n\n At this stage, Fruut<\/a><\/strong> had the opportunity to redesign its packaging while reducing plastic by 48%, reinforcing its ecological mindset and sustainable intent. To celebrate that milestone, Fruut partnered with D\u2019FRONT, challenging us to redesign the entire range \u2014 more vibrant, more dynamic, and to finally prove that healthy doesn\u2019t mean tasteless. Under the motto \u201cExplosion of Flavor\u201d, we created bright, energetic packaging that stood out on the fruit aisle shelves. <\/p>\n\n\n\n It was a strong upgrade from the previous gourmet niche positioning. Fruut now represented the convenient fruit snack \u2014 peeled, ready, and with a one-year shelf life.<\/p>\n<\/div>\n<\/div>\n\n\n\n The result was incredible. The brand took off across all distribution chains. With the help of musician Diogo Pi\u00e7arra\u2019s<\/a><\/strong> campaign, and new product lines like Enfrutado<\/a><\/strong> and Fruut Kids<\/strong><\/a> for schools, Fruut gained massive exposure, winning clients globally reaching to a point were we had 12 different languages printed on a single pack.<\/p>\n\n\n\n Problem:<\/strong> Phase 4 \u2014 The Snack of Snacks <\/strong><\/p>\n\n\n\n With strong traction across major markets \u2014 supermarkets, convenience stores, and gas stations \u2014 it was time to compete in the big league of impulse snacks. After almost ten years of working together, Filipe (Fruut\u2019s CEO) told us \u201cGuys, I\u2019ve got one hell of a challenge for you. When can we meet? Rebranding Fruut<\/strong><\/a> \u2014 we want to be in the chips aisle.\u201d <\/p>\n\n\n\n Challenge accepted. But we have a lot to tackle.<\/p>\n\n\n\n To start, the world of chips and salty snacks is ruled by yummy appeal. We couldn\u2019t show up with a cute, wholesome, healthy-looking pack \u2014 that\u2019s not what consumers are looking for in that aisle. So the apple icon, the sweet taglines, and the \u201cvegan \/ sugar-free \/ high-fibre\u201d icons had to go. According to Fruut\u2019s consumer surveys, people simply didn\u2019t care about that messaging in the context of snacks.<\/p>\n\n\n\n Our suggestion: create delicious, crispy, indulgent product photography, and reorganize the information hierarchy \u2014 bold typography, clear benefits, and a structure that grabs attention at first glance. This is impulse buying territory.<\/p>\n<\/div>\n<\/div>\n\n\n\n A key technical change was to switch the packaging<\/em><\/strong> film to a metallic one. Previous versions were made from flexible plastic; the aluminum layer added a crisp sound and feel, instantly communicating freshness and crunchiness. <\/p>\n\n\n\n Another important point \u2014 language. Why should we be reading English on a local product? Fruut started adapting its packaging for each country, bringing the brand closer to its customers.<\/p>\n\n\n\n The new Fruut now has a chips-like packaging<\/em><\/strong>, with sensory appeal, vibrant colors, and dynamic typography \u2014 a true reflection of the brand\u2019s upbeat spirit.<\/p>\n<\/div>\n<\/div>\n\n\n\n Its new positioning became clear: \u201cHealthy, but with pleasure.\u201d Encouraging consumers to finally swap chips for a 100% natural, guilt-free snack.<\/p>\n\n\n\n Fruut<\/strong><\/a> found its perfect recipe \u2014 a snack that looks and tastes delicious, crispy, and can be enjoyed by kids and adults alike, with a clean conscience.<\/p>\n<\/div>\n<\/div>\n\n\n\n The several packaging<\/strong> updates and branding<\/strong> work led by D\u2019FRONT<\/strong><\/a> \u2014 winners of several creativity awards \u2014 helped solidify Fruut<\/a> as a vibrant, modern, and confident brand, capable of talking sustainability without losing flavor, and competing with the biggest names in the market with the same crunch that started it all.<\/p>\n<\/div>\n<\/div>\n\n\n\n Fruut<\/a>\u2019s journey is a case study in how design and brand strategy<\/strong> evolve with market maturity and consumer perception. From artisanal simplicity to sensory delight, each phase represented a new level of confidence, desire, and relevance.<\/p>\n\n\n\n It\u2019s a story we\u2019re proud to tell \u2014 because, over ten years working together, we stumbled, adjusted, and grew side by side. Now Fruut<\/a><\/strong> moves forward toward new horizons \u2014 and who knows, maybe one day, it will reinvent itself again. <\/p>\n\n\n\n
Low perception of flavor and somewhat boring packaging<\/strong>.
Consumers understood that Fruut was natural, vegan, and had no added sugar \u2014 but that wasn\u2019t enough to make them buy it. It turns out people want healthy products, but they don\u2019t want to give up taste and pleasure. With pastel tones and soft typography, the design gave off a \u201clow-flavor\u201d impression.
There were also communication inconsistencies \u2014 Fruut <\/strong><\/a>had an active, bold, and dynamic voice, yet its visual image (starting with the typography) felt classic, outdated, and too \u201ccute\u201d.<\/p>\n<\/div>\n<\/div>\n\n\n\n<\/figure>\n<\/div>\n\n\n\n<\/figure>\n<\/div>\n\n\n\n
None \u2014 just the realization that Fruut was ready to grow and take on the big players. <\/p>\n<\/div>\n<\/div>\n\n\n\n<\/figure>\n<\/div>\n\n\n\n<\/figure>\n<\/div>\n\n\n\n<\/figure>\n<\/div>\n\n\n\n\n
\u201cIncredible work, guys. For the first time, I\u2019m 100% happy and proud when I see our social media and the packaging looks BEAUTIFUL in stores. And when I\u2019m happy and proud, I have to share it.\u201d<\/h5>\n\n\n\n
Filipe Sim\u00f5es, CEO FRUUT<\/h5>\n<\/blockquote>\n\n\n\n
<\/figure>\n\n\n\n<\/figure>\n<\/div>\n\n\n\n