BRAND PROMISE: Fruit Innovation. Healthy. A return to simple.
WHAT’S IN A NAME? FRUZENIT
Dissected: When coming up with the name, we wanted it to be as unique as the category we are creating. Though competing with common frozen desserts, at the end of the day, we are not ice cream, not yogurt nor are we the fruit purees/ desserts that, through the process of creation, automatically negate their claims of health. We are simply: FRUIT.
It was important; therefore, to incorporate the single component our product is all about, in creating the name. However, recognizing also, that the target consumer was educated and discerning, it was important for us to produce a name that incorporated the brand promise in a catchy, playful yet challenging way.
Understanding that the core of our mission is to promote health, we realized that when one achieves a maximum state of health, there is a harmonious connection of the mind, body, soul and the world around you. Associated with this enlightened state of being and art of living
WHAT’S IN A NAME? FRUZENIT
Dissected: When coming up with the name, we wanted it to be as unique as the category we are creating. Though competing with common frozen desserts, at the end of the day, we are not ice cream, not yogurt nor are we the fruit purees/ desserts that, through the process of creation, automatically negate their claims of health. We are simply: FRUIT.
It was important; therefore, to incorporate the single component our product is all about, in creating the name. However, recognizing also, that the target consumer was educated and discerning, it was important for us to produce a name that incorporated the brand promise in a catchy, playful yet challenging way.
Understanding that the core of our mission is to promote health, we realized that when one achieves a maximum state of health, there is a harmonious connection of the mind, body, soul and the world around you. Associated with this enlightened state of being and art of living
The process of turning fruit, in its common frozen form, to an ice cream like consistency, without jeopardizing it’s nutritional benefits, is fascinating enough. It was therefore important for us to envision a concept that highlighted this, but simultaneous to that, gave the customer an educational, enjoyable and enlightening experience.
Recognizing also, that the ideal target market falls within the age bracket of sixteen to late thirty year olds, it would be in our best interest to take cue from stores, like Pinkberry, who compounded their success by not only selling a tasty, healthy treat, but made the appeal go beyond just the yogurt. The interior catered to the Ipod generation, with reflective glass surfaces and Philippe Stark tables that made the customer feel special and appear trendy. There is a consumer trend where people want to pay a premium for experiences as opposed to just the product.
STORE CONCEPT:
Eye-catching green colors nestled between a calming grey, boast the name, Fruzenit, welcoming the customer upon entrance. The color palate that fills the space projects an organic yet new-aged feel, painted along rustic lines and modern simplicity. An intuitive understanding of the store and product is offered just a few steps in: from old to new; rustic to modern; black and white to color.
VIDEO ANIMATION BY: The Post Office
