Fructal
2024
Strengthening the emotional bond with consumers by evoking nostalgia through limited edition packaging and a communication campaign that visually draws from elements of the original Fructal packaging.
How to refresh emotional bond with costumers in a saturated market with strong private labels presence, while keeping Fructal’s lifelong connection with consumers and staying relevant to a new, young buyers.
The retro line with a campaign that draws elements from Fructal’s original packaging and evokes nostalgia, while also following trends, is conveyed through the campaign slogan “Good times are never out of style”.
Sales of the limited FRUCTAL RETRO design increased by 12% compared to the previous year.
RETRO packaging accounted for 18% of the total sales of the Fructal Classic brand.
The goal of the limited edition packaging was to evoke nostalgia and refresh the emotional bond with Fructal juices, so we based the design on the traditional packaging from the time of the Yugoslavia. We reinterpreted all the significant visual elements of the original packaging: the classic Fructal umbrella logo, bold colors, retro stripes, and the iconic photograph of fruit that appears completely natural. We ensured that the fresh visual look is also attractive for a younger target audience.
