Since the early 1980s, Fruju has been a staple of the Kiwi summer. Over time, it began to lose its visual punch, along with its sense of relevance. We couldn’t let that slide.

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It was time to refresh the refreshment.

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Drawing from the brand’s original cues, we brought boldness back into the system. A confident, high-impact wordmark leads the way, designed to feel both new and instantly familiar. A modern icon for an already iconic name.

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A palette of vivid, high-energy colour, paired with oversized, indulgent fruit, creates a world that feels as juicy and refreshing as the product itself. Flavour, fun, and shelf impact dialled all the way up across packaging and beyond.

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Photography leans into the unmistakable feeling of a Kiwi summer. Bright light, crisp shadows, and sun-soaked moments bring Fruju to life at its most refreshing.

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Worked on while at Designworks

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