Le Fruit

Designed by Rice Creative, Ho Chi Minh City, Vietnam.

Le Fruit identity

For the past 15 years, the Le Fruit brand has carefully produced farm fresh juices and jams from locally sourced fruits, operating from the rich, fertile Mekong Delta region of Vietnam. We were invited by Le Fruit to rebrand the corporation as well as their full range of products. Our objective was to showcase the brand’s core difference; their dedication to preservative-free locally made natural products. This would support Le Fruit in competing with an array of foreign products currently dominating the market.

The rebrand helped Le Fruit tell their story, and jump off the shelves through vibrant color and iconography derived from the tropical fruits and plants of the Mekong Delta. The full range of products billboard into a bold, eye-catching spectrum.

Le Fruit sketches

Le Fruit sketches

Le Fruit symbols

Le Fruit identity

Accompanying carefully crafted custom tropical icons, our studio developed a juicy hand-drawn script for each product name. While the majority of the packaging gives the brand well qualified look of expertise, the script helps the brand communicate it’s hands-on approach.

Le Fruit typography

Le Fruit typography

Le Fruit typography

Le Fruit typography

Le Fruit typography

The Interborough typeface by Giang Nguyen is also in use.

Le Fruit identity

Le Fruit identity

Le Fruit identity

Le Fruit identity

Le Fruit identity

Le Fruit identity

Le Fruit identity

Le Fruit identity

Le Fruit identity

Le Fruit identity

Le Fruit identity

Le Fruit identity

Le Fruit logo

The results have proven successful as the brand is not only taken more seriously, but it is one that marketers love to give prominent space to. Le Fruit has gone on to enter previously inaccessible retail environments, such as high-end supermarket chains, international airports, and franchises such as Starbucks. The brand is also finding shelves in foreign markets such as Japan, Korea, and the United Arab Emirates.

Le Fruit identity

Le Fruit identity

Le Fruit identity

Le Fruit identity

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