Rayos: Crunch the Guilt

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Rayos is a hypothetical health food brand that produces dehydrated tropical fruit chips as a healthy snacking option for anybody who wants to be healthy but can’t commit to dieting or give up snacking. It provides all the goodness of the fruit with the crunch of a crisp which make them the perfect guilt-free munchies in a variety of flavours.

Logo concept: When dehydrated, fruits slices flatten and their edges wither taking on a more raw shape, however they tend to retain their nutritious value and fibre. The design of the logo highlights these features of the process of dehydration with its organic structure and spacing which makes it look chip-like whilst still alluding to a fibrous fruit.

Four flavour characters were developed to add warmth and humour to the identity and strengthen the customer’s colour association. The characters are made up of two layers. They each carry forward their fruit illustrations as the first and are then given unique limbs of their own to enhance their character traits as a second layer. They are used prominently on the back of the packaging to put forth the preparation process used in a friendly manner.

The produced packaging conveys what the brand stands for with its crisp, fun and bold design. Kraft paper is used for the packaging and the designs have been digitally printed onto it. A measure that is taken to make the brand seem approachable is the use of bright colours and illustrations that can be seen from a distance. On a closer range this appeal is carried forward through the playful portrayal of information with the help of the designed fruit characters.

The posters created for the brand immediately convey the brand’s personality by not shying away from being fun and bold. They are designed with exciting catchphrases that employ puns and the brand's fruit illustrations in the form of patterns that are on the same brown Kraft paper to generate a recall value and strengthen the brand's identity as a whole.