Froosh 2.0

Design firm Pearlfisher was tasked with the job of redesigning the brand identity of Swedish urban smoothie brand Froosh “to solve the ’smoothie confusion’ in the Nordic regions and communicate pure fruit health benefits.” I think that the new look is far improved from the current look and feel (see below for the current bottle packaging design). The old look was a bit childish and ambiguous. The new branding features bold colors with a modern and sophisticated look. Whereas the old look gave off a childlike vibe, the new design grabs at the health conscious adult.

The only negative is that you need to live in one of the Nordic regions that carry Froosh in order to have a taste of this seemingly refreshing and healthy drink.

And for comparison purposes, you’ll find a photo of the current Froosh bottle branding below.