Australasian focused Frucor had been part of the Suntory Group - an innovative, global food and drinks business since 2009 and wanted to take the Suntory name to acknowledge the relationship and better reflect the strength of both companies in the region.
An entrepreneurial company from the get-go, Frucor (home of the Fresh Up and ‘V’ brands) was born in New Zealand back in the sixties and Suntory a mainstay in Japan since 1899, now employing some 38,000 people in 321 companies across the globe.
The rebrand project was intensive and spanned some 12 months. The challenge, to create a brand that represented the combined strength of two companies while reflecting the unique spirit inherent in each.
The core idea, an evolution of the pre-existing Frucor leaf device reimagined to express the place where both brands intersected - a droplet of pure concentrated energy.
Food & Beverage
Brand Identity, Creative Direction, Logo Design