Made of Frutz

Ecuadorian design firm GWORKSHOP was challenged to create a new brand of fruit products to be introduced into the Ecuadorian market and later to the rest of the world.  Creative Director, José Luis García Eguiguren, says “I started looking for names and came up with the idea to focus on the product: fruit. So why not call it “MADE OF FRUTZ”? In order to register the name worldwide, I had to accommodate the letters to say ‘FRUTZ’ instead of ‘FRUITS’.”