Urban Fruit Wellness

Our latest project to hit the shelves is a range of superfood-infused dried fruit snacks for Urban Fruit.

With 68% of consumers viewing snacking as a way to help improve their quality of life*, Urban Fruit saw the perfect opportunity to get in on the action and create the first ever ‘wellbeing’ range in the dried fruit category.

Aimed at a younger, health conscious consumer, the products are a combo of dried fruit and superfood powders such as baobab and turmeric – with each ingredient bringing their own unique benefits to the table.

For the design we knew it had to be bold, colourful, and not only stand out from the competition, but from Urban Fruit’s existing product portfolio too. All whilst still looking natural, tasty and full of good stuff.

We used Urban Fruit’s energetic and expressive master brand as a starting point, choosing to tone down the colour palette to create a softer, calmer feel. As well as incorporating benefit-led naming and clear wellbeing claims to create an overall purposeful and efficacious identity.

Launched as a range of four products (Calm, Immune, Energy and Glow), Urban Fruit’s wellness range is available to pick up from supermarkets now.

Source: *(Mondelez International ‘State of Snacking’ report, 2020)