Pearlfisher has redesigned the graphic design and brand identity for Swedish urban smoothie brand Froosh. Tasked with creating a new identity that clearly fights smoothie-confusion in the Nordic market and powerfully communicates the pure fruit health benefits of Froosh.

Pearlfisher has created a unique logo, cleverly linking the double ‘o’ to symbolise a simple fruit emblem. The new logo is then complemented by the bold strapline that defines Froosh as, fruit: bottled. The colour palette is simple fresh and contrasting, emphasizing the 100% real fruit recipe and increasing taste cues.

The new identity works across the 5 variants of the brand and creates a straight-talking brand that speaks with immediacy and a twist of humour. Froosh will be available by the end of June 2010 in five countries within the Nordic region and Germany. It sells within multiples, cafes, bars and vending machines.

Natalie Chung, Creative Director Pearlfisher, » Froosh is one of those challenger brands that we enjoy working with, the guys were passionate about design and it was great to work on something where copy was so integral to the overall design. It’s a great brand with a new design that should help set it up for the future«.