Derrick Lin


Agency: Dimes Design
Creative Direction: Angus Nicholls
Project Type: Produced, Commercial Work
Client: Fruigees
Location: Los Angelese, USA
Packaging Contents: Fruit and vegetable snack
Packaging Materials: Three-layer lamination of polyester/aluminum foil/polyethylene

When you’re selling a product that’s forging a whole new category of goods, how do you create a representative brand identity? – One that wins consumers’ attention, affection and trust. That’s exactly what Fruigees asked Dimes to do.

Fruigees are at the forefront of innovative food products. By providing a puréed mix of fruits and veggies in a pouch pack, Fruigees make healthy eating delicious, fun and, above all, convenient. And because they don’t fit into any pre-existing product group, visual identity is vital in showing consumers what Fruigees are all about.

We built from the ground up with Fruigees, creating a comprehensive visual identity including visual language, website and package design. The designs’ colours came from the natural vibrancy of fruits and vegetables, exuding health and vitality, the essence of the brand. We created a logo that links fruits and veggies to a sense of fun. This sense of fun is common to the design’s dynamic lettering and the squeeze packs themselves. Energy and playfulness are carried over into the Fruigees website where a vivid virtual collage takes users on the Fruigees journey.

We think the branding and packaging we designed for Fruigees captures and conveys how delicious their product is. With annual sales growth of 217% in 2015 plenty of people agree.

What’s Unique?
The packaging is made from a three-layer lamination of polyester/aluminum foil/polyethylene to keep the contents sealed and fresh for longer shelf life.