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Le Fruit

Rebranding Visual Identity Art Direction Packaging Design Illustration / Image

It’s all about Le Fruit.
A range of farm fresh fruit juices and preserves from Vietnam.

Rice Creative was invited by Le Fruit to rebrand their corporation as well as their full range of products. Our objective was to showcase the brands core difference; their dedication to farm fresh, preservative-free, locally made products. This would support Le Fruit in competing with an array of foreign products currently dominating the local market. The rebrand helped Le Fruit jump off of shelves with a vibrant color and icon system derived from the tropical fruits and plants of the Mekong Delta. The brand is not only taken more seriously, but it is one that marketers also 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 finding shelves in foreign markets such as Japan, Korea, as well as the United Arab Emirates.

Le Fruit operates from the rich, fertile Mekong Delta region of Vietnam.

For the past 15 years the brand has carefully produced farm fresh juices and jams from locally sourced fruits.

We created a set of icons inspired by the tropical fruit and plants of the Mekong Delta.

To accompany the icons, we developed a juicy hand-drawn script.

The color range of Le Fruit is a fresh assortment of tasteful references, suggesting the flavors of fresh fruits, with a contemporary twist.

We decided to steer away from the obvious solutions including fruit photography, while not ceding to the contemporary cliché of minimalism.

Le Fruit

Rebranding Visual Identity Art Direction Packaging Design Illustration / Image

It’s all about Le Fruit.
A range of farm fresh fruit juices and preserves from Vietnam.

Rice Creative was invited by Le Fruit to rebrand their corporation as well as their full range of products. Our objective was to showcase the brands core difference; their dedication to farm fresh, preservative-free, locally made products. This would support Le Fruit in competing with an array of foreign products currently dominating the local market. The rebrand helped Le Fruit jump off of shelves with a vibrant color and icon system derived from the tropical fruits and plants of the Mekong Delta. The brand is not only taken more seriously, but it is one that marketers also 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 finding shelves in foreign markets such as Japan, Korea, as well as the United Arab Emirates.

Le Fruit operates from the rich, fertile Mekong Delta region of Vietnam.

For the past 15 years the brand has carefully produced farm fresh juices and jams from locally sourced fruits.

We created a set of icons inspired by the tropical fruit and plants of the Mekong Delta.

To accompany the icons, we developed a juicy hand-drawn script.

The color range of Le Fruit is a fresh assortment of tasteful references, suggesting the flavors of fresh fruits, with a contemporary twist.

We decided to steer away from the obvious solutions including fruit photography, while not ceding to the contemporary cliché of minimalism.

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