Original background image by freepik.com
Original image of person in website window by freepik.com
Original background image in poster by freepik.com
Pruni — 2023 Personal Spec Project
Food Brand
Brand Identity Packaging Social
Copywriting
Pruni is a [fictional] prune brand created by me. It focuses on educating Gen-Z and Millennials on the benefits of the fruit and aims to normalize consumption among these younger generations. My goal with Pruni was to develop a full brand identity that playfully embraces the often overlooked advantages of prunes. Pruni’s Y2K tones contribute to the brand's mission of challenging societal norms, particularly regarding topics deemed improper, especially for the feminine audience. The brand is bold and cool yet welcoming and inclusive.
Logo Design
Pruni’s logo suite captures the playful maturity of the brand through it’s nostalgic design. It’s soft corners embrace the prune’s naturalness, while it’s solid structure demonstrates Pruni’s reliability.
Primary LogoSecondary LogoSubmark
Color Palette
A goal of the branding was to jump out at the younger generations who otherwise would likely not look twice at a bag of prunes. This color palette does just that with it’s three bold primary colors and secondary color. Meanwhile, it’s black and white alternatives take the palette from chaotic to controlled, with Midnight nicely capturing the essence of a prune.
MidnightSugarElectric ThistleTotally PurpleKissesMega Yellow
Typography & Copywriting
The typography palette follows the playful, Y2K theme with its two nostalgically futuristic heading typefaces. Their early digital feel perfectly enhance the unfiltered, unhinged tone of the copy that encapsulates Pruni. Meanwhile, the use of such a classic typeface for the body balances out that boldness by providing a sense of stability.
Packaging
Making something that would attract younger generations was key in Pruni’s package design. Leading with the brand’s bold purples, while highlighting important information with it’s secondary color, Mega Yellow, was a no-brainer. The use of only the logo as the main focus of the packaging, paired with the checkered pattern and subtle wireframe globe create a sense of maximalism and simplicity all at once, making the product stand out from competitors.
Jumbo Size BagRegular Size BagSlurry To-Go Pouch
Social
Being fun and unfiltered is at Pruni’s core, leading to the creation of graphics to be used in various applications, but with social media particularly in mind. From a custom starburst brush, to old and new message pop-ups, these graphics help blend the past with the present and make educating people on the benefits of prunes much more enticing.