The client approached me with a clear yet ambitious goal: to create an ice cream brand that would break conventions and capture attention instantly. Fruicy needed to be more than just another “healthy” product—it had to feel different. Sexy, fruity, youthful, and above all: real.

They wanted to stand out in a saturated market by combining playful visuals with a no-nonsense promise: no added sugars, just real fruit and full flavor. I was brought on board to develop the full visual identity from scratch—one that would radiate attitude, energy, and fun, while still highlighting the healthy, honest roots of the brand.

The creative process started with in-depth research into visual trends within food, fashion, and youth culture. From there, I developed moodboards, explored typography that felt juicy and energetic, and experimented with color palettes that reflected the fruit-forward nature of the brand.

We tested playful versus polished directions, always coming back to what made Fruicy stand out: its unique combination of cheekiness and authenticity. I created a flexible design system, including a custom wordmark, vibrant packaging layouts, and social templates that would allow the brand to grow. Every visual choice was intentional, aligning with the overall vibe of fresh, fruity, and full of flavor.