Fruji

Brand Identity
Brand Strategy
Touch Points
Website

Year

2022

Pajottenlander, the well-known juice brand, set out to create a hip and happening little sister brand with fresh juices and fun lemonades. The tricky part? Crafting a unique identity while maintaining the quality of the established name and reaching a brand new target audience.

Year

2022

Crafting Excellence

Pajottenlander stands at the forefront of crafting purely organic juices and soft drinks. Their secret? Over 35 years of experience and a commitment to using only the finest Belgian ingredients, carefully handpicked to ensure unforgettable taste experiences. Renowned for their delicious and honest juices, coveted by both young and old.

NEW CHAPTER

To appeal to the middle demographic, they introduced FRUJI, a brand with natural lemonades, all made from fresh fruit and organic ingredients. But in a market saturated with organic beverages, how do you make an organic lemonade stand out?

NOSTALIGIA

To make FRUJI distinct, we went back to the essence—the fruit itself. In the past, every piece of fruit had a sticker indicating its origin. Drawing inspiration from this, we created unique stickers that would be fixed on the labels, as if they were placed on a piece of fruit. This sticker concept not only gave the branding a youthful impression but, combined with vibrant pastel tones, also appealed to the right target audience in store.

HONORING HISTORY

The organic logo and hand-drawn illustrations subtly refer back to the brand’s heritage, with the hand-drawn fruit providing a playful nod to Pajottenlander’s branding.

TASTE THE GOODNESS

Fast-forward a few months and FRUJI became such a success that they expanded their product range to include delicious juices and soon, mocktails. For each new product, we ensure it aligns with the fresh identity while remaining uniquely its own. We’ve crafted an identity that is flexible yet timeless. With FRUJI, you can taste the difference that organic goodness makes.