Case Study
The Challenge
My goal was to build a brand that feels fresh, human, and joyful, something you’d trust and remember at first glance.
I wanted to answer one question:
How can design and narrative make people feel that a snack is both healthy and desirable?
My goal was to build a brand that feels fresh, human, and joyful, something you’d trust and remember at first glance.
I wanted to answer one question:
How can design and narrative make people feel that a snack is both healthy and desirable?
Process
Research & Positioning
I began by studying how people perceive “healthy” snacks today. Most brands talk about fitness and function, but few connect to the emotional roots of real food.
Fruitancia’s positioning came from that gap inspired by how our grandmothers used simple, natural ingredients, but giving it a modern, energetic twist, using electrolytes and creatine.
The goal was to make the brand feel both trustworthy and exciting a bridge between tradition and innovation.
Strategy & Storytelling
Once the positioning was clear, I built the narrative.I defined the brand voice, friendly, optimistic, and transparent and wrote all key messages to connect emotionally.
With the positioning defined, I shaped the brand story around honesty and warmth.
I wrote the messaging to evoke nostalgia while speaking in a modern, vibrant tone.
The storytelling connects the past and present, reminding people that real health doesn’t come from lab-made formulas, but from real ingredients prepared with care.
Every line of copy, visual, and interaction reinforces that timeless idea in a way that feels fresh.
Brand Integration & Launch Strategy
This stage was about bringing every element together to make Fruitancia feel like a living brand.
The main foundation of Fruitancia is its social presence, where the brand connects directly with people through short, story-driven content.
The journey is designed to feel natural: discovery through social content, deeper connection through storytelling, and purchase through a seamless on-site experience.By uniting these channels under one clear voice and visual identity, Fruitancia becomes more than a snack brand it becomes a complete digital ecosystem, guiding people from inspiration to action.
Results
The project demonstrates how a brand can start from social storytelling, through daily, educational, and emotional content and then guide the audience naturally to its website.
There, visitors find deeper stories, practical tips, and a smooth path to purchase, creating a full journey from discovery to conversion.Even as a concept project, the reactions were highly positive. People described it as fresh, authentic, and well-balanced between tradition and modernity.
This project reinforced my belief that the strongest brands are built around clarity and coherence.
When design, copy, and marketing strategy move together, the result feels natural, memorable, and alive.
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