From idea to delivery.
Challenge
Frootie targeted two different audiences: day-care centres (staff, management and the children's parents) and young parents. Both had to be addressed by the new visual identity. With a well-thought-out visual identity, they can communicate their message effectively to both current and potential customers, reaching a wider audience and growing their brand.
Approach
Frootie was ready for a completely new visual identity, so we developed a brand book and a new web design. The brand book serves as a guide for their visual elements, including the logo, colour scheme, typography and even new product packaging. The new web design results in an attractive, user-friendly website that conveys their brand message powerfully. With this renewed identity, they are ready to grow and build their brand further.
The result in pictures.
The Frootie brand book.
Solution
For the visual identity, we focused on keywords such as care, tenderness, softness, sweetness and childlike. In its messaging, Frootie wanted to be transparent with parents, for example in press releases, on social media or on the website. Frootie wants to explain things clearly. That's why we made sure the messaging answers questions rather than raising them. In this way, we offer a reassuring experience with fresh baby food. It is important for the communication to show that Frootie is a reliable partner in the most important phase of parents' lives.
Impact
A brand book plays an impactful role within a brand, as it provides consistency, recognisability, professionalism, efficiency and direction. With guidelines for using the brand image, including the logo, colour palette, typography and other visual elements, it ensures a uniform look across all communications, increases brand value, conveys professionalism and saves time and effort. It also gives internal and external stakeholders clear direction on how the brand should be positioned and communicated.
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