Featured image for Le Fruit

Le Fruit

by Theresa Christine Johnson on 06/20/2016 | 5 Minute Read

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It’s all about Le Fruit. The folks at Rice Creative designed new branding and packaging for this range of farm fresh fruit juices and preserves which come from the rich, fertile Mekong Delta region of Vietnam. Using the area itself and the ingredients as inspiration, they’ve developed something irresistible and refreshing.

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“Rice Creative was invited by Le Fruit to rebrand their corporation as well as their full range of products. Our objective was to showcase the brand’s core difference; their dedication to farm fresh, preservative-free, locally made products. This would support Le Fruit in competing with an array of foreign products currently dominating the local market.”

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“The rebrand helped Le Fruit jump off of shelves with a vibrant color and icon system derived from the tropical fruits and plants of the Mekong Delta. The brand is not only taken more seriously, but it is one that marketers also love to give prominent space to. Le Fruit has gone on to enter previously inaccessible retail environments, such as high-end supermarket chains, international airports and franchises such as Starbucks. The brand is finding shelves in foreign markets such as Japan, Korea, as well as the United Arab Emirates.”

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A hand-drawn script, icons inspired by the tropical fruits and plants of the region, and rich, bright colors instantly draw in consumers. Too many juices rely on images of the actual fruit, and Le Fruit does a perfect job of indicating the flavor and freshness while keeping it fun and energetic. The range of products also keep their essence of local origin, making them unique and exotic choices that are more appealing than typical fruit juices. Le Fruit is clearly labeled “farm fresh,” and the custom font and juicy hues are about as close as you can get to biting right into the fruit itself.

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Designed by Rice Creative

Country: Vietnam

City: Ho Chi Minh City

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