Fruit Story Package Design

Today, we're traveling to China to showcase a food brand. Fruit Story is a Beijing-based fruit purees brand made with non-GMO and organic fruit. The Fruit Story brand recently debuted a brand refresh, is seeking a look that leaned more towards the natural, refresh, and trusty. So, they asked Hannah Meng to bring the brand tons of freshness.

The new branding has a more playful color and style, replacing the white background on all the labels for a unique illustration for each flavor. The aim was to give a more natural approach, to represent Fruit Story's organic ingredients. Hannah's illustration style brings back small color palettes characteristic of each fruit. Here, we've learned something new, used to having avocado in savory meals, we googled whether it's a fruit or a veggie. Indeed, it's a fruit. After this exciting reveal, we might now admit we're consuming more fruits than we thought. Adjusting our eyes or zooming in, we recognize some brush stroke details for large colored areas, which reminds us of vintage illustrations. Plus, the ivory background provides the visual identity with an organic feel.

All in all, we are excited about Fruit Story's rebranding by Hannah Meng. And look forward to someday tasting the brand's products.