Arlette Fruits got a hand from AGR Food Marketing (agrfoodmarketing.com) and Nueve Estudio (n-u-e-v-e.com) in developing the naming, branding and packaging for the new fruit brand with a premium target audience in foreign markets. On one side, an apricot brand – escande variety, which is the star fruit of the company. And on the other side, another brand covering the rest of the premium fruits: other apricot varieties, pears, kakis and saturn peaches.
ARLETTE FRUITS: Nueve Studio used a French term for the sophistication and premium quality French words have in the consumer’s mind. An easy name to pronounce in the different markets where it is present. It is a female name, recalling a delicate, different as well as sumptuous fruit.
To reference the French origin of the naming, an emphatic as well as sophisticated font which gives the brand its premium character. The chosen palette for Arlette Fruits represents the land and the fruits: green, yellow, orange and violet.
As for the packaging, we have been in charge of the design as well as the production. It is a graphic representation of the fruits through basic geometric shapes (fruit pieces), giving it a premium yet casual character.
FORÊT: Sophistication. French term meaning "forest." The "escande" apricot variety comes from France. Also, the apricots Forêt de Vallcostera are mostly grown on a hill area, surrounded by pine trees and mountains.
The story of the "apricot forest":
To reference the French origin of the naming, an emphatic as well as sophisticated font has been chosen, giving the brand its premium character. The selected palette fpr Fôret comes fround the ground and the fruit. A soft ‘apricot’ color and a dark earth color. Premium colors, far from the traditional black and gold combination.
As for the packaging, Nueve Studio created the design as well as the production. A graphic representation of a forest, using basic geometric shapes gives it a premium yet casual character.