Sunfruit Favorite
Dried Fruits and Walnuts with a Delicate Coating
Sun Fruit LLC
2024
The Challenge SunFruit, an established Armenian brand beloved for natural sweets and dried fruits, sought to enter the premium chocolate-covered fruit market. The challenge wasn't starting from scratch—it was leveraging years of customer trust while creating something distinctly new. They needed a product line identity sophisticated enough for international competition yet familiar enough to retain loyal customers. The risk was significant: create too separate an identity and lose brand equity; stay too close and fail to capture the premium chocolate market's attention.
Our Solution We created "Favorite"—a product line that honors SunFruit's heritage while establishing its own premium character. The name itself invites personal connection, reinforced by the playful slogan "Make me your favorite." Rather than building an entirely separate brand, we strategically wove SunFruit's recognizable elements into a fresh visual language: vibrant gradients echoing Armenia's sun-drenched orchards, refined typography elevating perceived value, and custom illustrations with intuitive color coding for each variety. The minimal packaging celebrates natural textures while maintaining just enough SunFruit DNA to feel authentically connected.
The Result Favorite commands premium shelf presence in international markets while feeling like a natural evolution to existing SunFruit customers. The identity successfully bridges familiarity and aspiration, transforming chocolate-covered dried fruits from afterthought snacks into sought-after indulgences that build on trusted quality.
The Challenge SunFruit, an established Armenian brand beloved for natural sweets and dried fruits, sought to enter the premium chocolate-covered fruit market. The challenge wasn't starting from scratch—it was leveraging years of customer trust while creating something distinctly new. They needed a product line identity sophisticated enough for international competition yet familiar enough to retain loyal customers. The risk was significant: create too separate an identity and lose brand equity; stay too close and fail to capture the premium chocolate market's attention.
Our Solution We created "Favorite"—a product line that honors SunFruit's heritage while establishing its own premium character. The name itself invites personal connection, reinforced by the playful slogan "Make me your favorite." Rather than building an entirely separate brand, we strategically wove SunFruit's recognizable elements into a fresh visual language: vibrant gradients echoing Armenia's sun-drenched orchards, refined typography elevating perceived value, and custom illustrations with intuitive color coding for each variety. The minimal packaging celebrates natural textures while maintaining just enough SunFruit DNA to feel authentically connected.
The Result Favorite commands premium shelf presence in international markets while feeling like a natural evolution to existing SunFruit customers. The identity successfully bridges familiarity and aspiration, transforming chocolate-covered dried fruits from afterthought snacks into sought-after indulgences that build on trusted quality.
