Recognizing an opportunity to connect with a younger audience, Del Monte set out to introduce a new juice drink brand built around unexpected fruit pairings, youthful energy, and everyday affordability.

Working closely with the Del Monte team, we helped shape Fruity Zing from its early stages, collaborating on creative direction, consumer testing, naming exploration, and visual identity development.

At the center of the identity is a custom wordmark that is playful and contemporary. Its distinctive letterforms add personality to the brand while maintaining legibility, with proportions carefully considered to complement the packaging’s unique shape.

The fruit imagery takes a similarly playful approach. The fruits are styled in dynamic motion, bringing each unique flavor pairing to life rather than simply illustrating its ingredients.

Combined with vibrant color combinations and a consistent packaging system, these elements give Fruity Zing a distinctive visual language that's fresh, energetic, and unmistakably its own.