Agency: Brama Branding
Art Director: Vitaly Degtyarev
Creative Director: Ina Nasovich
Location: Belarus
Project Type: Produced
Client: MorozProduct
Product Launch Location: Europe
Packaging Contents: Ice Cream
Packaging Substrate / Materials: Foil
Printing Process: Flexography

“Frudoza” is a niche brand of a large ice cream producer based in Minsk, Belarus. It made appearance almost a decade ago appealing to young people in search of extraordinary ice cream and unusual tastes. The product is plombier with pieces of fruit and berries, and it looks bright, too – the glaze is made of frozen juice.

Staying true to the brand idea “The juicy dose of happiness”, the new design solution shifts off any excessive detail and focuses on visual anchors: bite & smile, colored sunglasses and the syllabic logo.

Elements of the image go through long-desired simplification, growing into symbolic stains of color. The composition gets energy and turns at an angle. The typeface drops off some weight and looks lighter and neater, and on the way, a colon turns a letter into a smiley.

Depictions of fruit and berries are entwined into the logo area. A friendly and seemingly careless illustration technique supports the theme of color spots. To bring out the “fruity” essence, the color saturation is at its fullest. Bright and straightforward, the colors sing in a contrasting combination.

The visual language of bold colors and simple yet expressive forms serves the brand well – concentrating attention on key elements increases clarity and awareness.

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