Brim started with designing the VitaFrute logo and proceeded with paper labels that featured flavor cues and corresponding colors. We leveraged the trademark VEEV leaves as a backdrop to the label to further connect the new brand to its predecessor. An additional challenge was balancing the pertinent “USDA Organic” and “Under 125 calories” messaging with all other elements. After the design process was complete, we were entrusted with overseeing the press check to ensure the colors and gradient effects were printed exactly as intended.
Brim expanded their creative support to VEEV Spirits. We were hired to create packaging for 5 different ready-to-drink (RTD) spirits positioned as a low-calorie, ‘Better For You’ alternative to competing RTDs. Although VEEV Acai Spirit was the base spirit for each of the flavors, it was important to differentiate VitaFrute from VEEV Açai Spirit to stand alone as a separate product but to make VitaFrute look like a cohesive part of the VEEV Spirits family.
Goal
Brand Identity Design
Packaging Design
Messaging
Printed and digital collateral
Deliverables
Process
VitaFrute successfully launched and gained national distribution in key chain accounts including Kroger, Walmart, CVS, Costco, and Total Wine & More.
VEEV was acquired by a leading spirits producer and marketer in 2016.
