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Rebranding

for Real Fruit Power

Overview

In this project, I'll outline my logo rebrand for Real Fruit Power, which will feature a minimalist style while preserving its playful appeal in order to fit the market and compete with its rivals. During this time, I conducted extensive research, learnt a great deal, and made numerous revisions to the approach to ensure its success.


Tools: Adobe Illustrator & Adobe Photoshop
Timeline: 2 week

About the brand

  • Réal Fruit Power was launched as brand over 25 years ago by Dabur Foods pvt. ltd.

  • Réal Fruit Power has been the preferred choice of consumers when it comes to packaged Fruit juices which made it the No. 1 juice brand in India.

  • It has a total of 14 different flavours from exotic to international.

Brand goals

  • Promote healthy living by offering natural fruit-based beverages.

  • Make real fruit goodness accessible and enjoyable for all, promoting a vibrant lifestyle.

Brand value

  • Making fruits fun & healthy

  • NO added preservatives

  • Sustainable packaging

  • Abide by quality standards

Target audience

  • The brand targets all age groups from kids to old-adults.

  • It also targets people from all income groups.

Competitors

Brainstorming

Sketches & Digital concepts

Logo design & rationale

Because of the current logo's excessive use of colour, it was challenging to interpret the feelings it was attempting to portray. In the same way, the typeface used had an outdated appearance. Even while the brand was well-known, it lacked visual appeal in many areas when compared to other companies that redesigned their logos and brand identities throughout time to follow fashion trends.

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Since the brand has been in existence for more than two decades, my intent was to preserve it’s originality while redesigning the new logo. I kept some of the colours from the original logo in the revised version you see below. Green is the main colour used to highlight the brand's most valuable proposition, which is that it is entirely natural. White, red, and blue are the secondary colours.

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While the red suggests that the juices have power and the blue and white indicates that they are enjoyable.

The logo is composed of two fonts: Cellien Sans and Mercado. The brand's established and reliable image is conveyed by the former font, while its playful and upbeat side is portrayed by the latter.

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