Packaging design agency Pure has developed the brand name and packaging for new fruit based pouches Go Fru, ambient snack products that combine fruit with whole milk yogurt or fruit with coconut milk.
Produced by Nature’s Finest, the range is aimed at children and teens up to 14-years-old, with the enticing message to parents that kids can enjoy a snack with high fruit content and no artificial additives.
Pure has a strong record of picking-up business through referrals and was recommended to Nature’s Finest by a previous client. The company was impressed by Pure’s track record of positioning challenger brands in the market with strong design and an understanding of the diversities of structural packaging to deliver brand standout.
“Go Fru needed a bold and energetic look that would appeal to children but make sense to parents,” explains Pure’s owner and Creative Director, David Rogers.
“The white background signifies yogurt and smooth coconut milk, with packs coloured according to the fruit content. With original illustrations from our sister brand Boo & Belle and bold, rounded type, it reinforces a sense of natural ingredients and makes the pack easy to navigate and understand.
“Add to that the funky, tactile structure of the packaging and Go Fru becomes a cool brand, something that kids gravitate towards, either as a snack or part of lunch.”
The pouch package presented its own challenges for Pure, with only a small amount of visible space available in the centre for all the key messages.
The Go Fru range consists of raspberry and plum, strawberry or banana fruit purées with yogurt, whilst both the peach and apricot and tropical fruits come with coconut milk. Each pouch contains a minimum 55 per cent fruit content, and uses British yogurt or smooth tropical coconut milk.
Georgina Edmonds, UK marketing manager at Nature’s Finest, believes that Pure has proven itself a good match for her company:
“Creativity, fun, and seemingly limitless imagination made Pure the perfect partners for us to bring Go Fru to life.”
The range launches in Tesco, Waitrose and Booths next month and, with Pure’s branding, is expected to be a strong contender in the snacks market.
Other names in Pure’s FMCG client portfolio include Unilever, Pets at Home and Wilkinson.