Cremoso Fresco di Frutta

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Agency: JacLeRoi
Creative Director: Giordano Maini
Account Executive: Enza Bergantino
Copywriter: Francesca Fornaciari
Location: Italy
Project Type: Produced
Client: Riverfrut
Product Launch Location: Italy
Packaging Contents: Fruit purée
Packaging Substrate / Materials: Paper
Printing Process: Offset

Riverfrut, the leading company in the production of horticultural products, appointed JacLeRoi to develop the concept and packaging design of a product that does not exist on the market yet: the first fruit, vegetable and aromatic herbs purée for the refrigerated counter.

The main goal is to enter in large – scale distributors as an innovative, fashionable and captivating product.

First, we have created the naming: Cremoso Fresco di Frutta (creamy fresh fruit purée). The aim is to convey gluttony and naturalness at the same time.

Then, we focused on packaging design. The packs aim to create an impactful “rainbow effect” in a refrigerated counter, to catch the eye and rise the desire to collect them all. Each pack represents a peculiar “still life”, which is characterised by a colourful background and the presence of fruits and vegetables. In each reference, there is a recipe with the Cremoso to enhance the different ways to eat them, just as the various target audience. The front-pack clearly summarises all the main product features, whereas the retro-pack introduces both original recipes and more accurate descriptions of the products.

From the cheesecake topping to the mouth-watering popsicles, the Cremoso Fresco di Frutta is a new, fun and versatile food product: a new way to enjoy a naturally delicious break.