FRUTTO Brand Identity Development

FRUTTO is a brand that delivers premium seasonal fruit directly from the source to the consumer, blending quality and freshness with a more conscious and direct consumption experience.

The project was born from the intent to simplify the traditional supply chain, building a closer bond between producer and consumer. Based on this premise, a clear, accessible, and character-driven identity was developed, where communication merges an everyday tone with a bold visual presence. The brand is positioned at the balance between premium quality and approachability, eschewing distant aspirational tropes to build an authentic and tangible proposition.

The visual system is anchored by a bold typeface with organic traits that convey proximity and freshness, paired with a strategic use of color—primarily intense red tones—that reinforce the fruit’s universe. The combination of powerful typographic compositions and high-impact product photography results in a direct, recognizable communication style adaptable across various formats.