Frutäa sought to establish itself as a premium yet approachable frozen açaí brand in the global market. The challenge was to communicate “premium export quality” while maintaining authenticity, accessibility, and native Brazilian identity. The visual identity needed to differentiate Frutäa from competitors, who predominantly presented blended açaí in bowls. The product line expanded to include popsicles, and the brand design had to evolve while preserving consistency and recognition.

Product Designer

To balance premium aesthetics with cultural authenticity, I developed a cohesive visual identity and packaging system that resonated with both local and international markets. The design emphasized the product’s natural qualities while maintaining an inviting and accessible feel. A key element was the introduction of an açaí scoop icon behind the logo, reinforcing its gelato-like creaminess and distinguishing it from traditional açaí presentations. To further enhance the brand’s premium positioning, we incorporated a delicately engraved Amazon map pattern in the background, subtly referencing provenance and Brazilian heritage with an elegant, refined aesthetic.
For the banana-flavored açaí, we introduced an Amazon-inspired engraving in a soft duotone, ensuring visual continuity while avoiding repetition. As the brand expanded into popsicles and additional flavors, the visual system evolved to maintain consistency. The original açaí scoop was replaced with custom ingredient engravings, preserving the signature “logo over product” relationship. Additionally, a native Brazilian pattern in distinct two-color combinations was introduced for each flavor, reinforcing brand recognition while maintaining a sophisticated and cohesive look.

Frutäa successfully positioned itself as a premium yet attainable brand in the frozen açaí market. The refined visual identity distinguished it from competitors, establishing a unique, elegant, and culturally embedded design language. The adaptable packaging system allowed for seamless expansion across new product categories, strengthening brand recognition and reinforcing Frutäa’s status as an authentic yet sophisticated Brazilian export. As a result, the brand not only gained market traction but also solidified its identity as a premium yet accessible product, balancing cultural authenticity with global appeal.