FRTLY Family
We all know that snacking can be a perilous journey. The landscape is littered with dull, additive-laden options that leave you feeling unsatisfied and undernourished. Enter Fruitly, a brand that dared to imagine a world where snacks could be tasty, convenient, and made from high-quality, natural ingredients.
How it began
When Fruitly approached us, they were just a seed of an idea. They had a vision of a brand that celebrated the simple goodness of fruit and other nutrient-rich ingredients, and they needed our help to bring that vision to life. So, we rolled up our sleeves and got to work.
First, we kicked things off with our WellPal Ideation & Prototyping (WIP)™ solution. We brainstormed, refined, and ultimately developed a range of delicious, satisfying concepts that put the spotlight on fruits and other health-boosting ingredients. The result? A playful and fun approach to healthy snacking not just for kids.
and then we build the foundation …
Next, we navigated the brand’s journey with our WellPal Brand Navigator™. We positioned Fruitly as the go-to snack for busy individuals looking to up their daily intake of fruits and other nutrient-rich ingredients. We focused on the brand’s commitment to using high-quality, natural ingredients and highlighted the benefits of these ingredients for overall health and wellness.
Finally; add paint
We brought the brand to life with our WellPal Signature Visuals™. We created a bright and colorful brand identity that perfectly encapsulates the brand’s playful and health-conscious spirit. The logo, a simple, playful illustration of a fruit, is a visual treat that’s as appealing as the snacks themselves. This vibrant visual identity is splashed across all of Fruitly’s branding materials, from packaging to their website.
Fruitly’s journey didn’t stop there. Their first product, an apple peanut butter fruit bar, is now in production and eager to delight customers with its natural ingredients and absence of artificial preservatives and additives. And with a variety of other fruit-based snacks in the pipeline, Fruitly is set to redefine the snacking experience.
touchpoints
Through a combination of online and offline marketing tactics, including social media engagement, email marketing, and participation in trade shows and events, Fruitly has been able to reach its target audience and increase brand visibility. By building partnerships with retailers and distributors, Fruitly will also be able to make its products more widely available, both in stores and online.
In the end, Fruitly’s mission to make healthy snacking enjoyable is becoming a reality. Whether you’re at home, at the office, or on the go, Fruitly has got you covered with tasty, convenient snacks that you can feel good about. Now that’s what we call a happy snacking experience!
strategy tools used
Results that Speak
At the heart of our strategy during the WellPal Brand Navigator™ stage for Fruitly was the Jobs to be Done (JTBD) framework. This powerful tool allowed us to dig deep and understand not just what our customers were buying, but why they were buying it. We wanted to comprehend the ‘job’ that Fruitly’s products were being ‘hired’ to do in the lives of their consumers.
We discovered that Fruitly’s snacks were being ‘hired’ to provide busy individuals with a healthy, convenient, and enjoyable way to increase their daily intake of fruits and other nutrient-rich ingredients.
This insight helped us to shape Fruitly’s brand positioning, identity, product offerings, and marketing and distribution strategies. By focusing on the ‘job’ that Fruitly’s snacks were designed to do, we were able to create a brand that resonates with consumers and fulfills their needs uniquely and satisfyingly.
In the value proposition design phase, we faced the challenge of differentiating Fruitly in a crowded market. The key was to highlight not just what Fruitly offers, but why it matters to the consumers. Using the insights gleaned from the JTBD framework, we crafted a compelling value proposition: Fruitly is the perfect snack for busy individuals who want to increase their daily intake of fruits and other nutrient-rich ingredients, without sacrificing taste or convenience. This clear and focused value proposition now serves as a guiding light for all of Fruitly’s strategic decisions, ensuring that the brand remains relevant and appealing to its target audience.
Through our in-depth workshopping, we concluded that Fruitly’s brand archetypes, the “Creator” and the “Jester”, presented us with a unique storytelling opportunity.
The “Creator” archetype helped us emphasize Fruitly’s innovative approach to snacking, showcasing its commitment to creating new, healthy, and delicious options.
The “Jester”, on the other hand, allowed us to inject a sense of fun and enjoyment into the brand’s narrative, aligning with Fruitly’s mission to make healthy snacking enjoyable.
These archetypes influenced the tone and content of Fruitly’s marketing campaigns, helping the brand to connect with consumers on a deeper, more emotional level.
As for the brand architecture, we knew from the start that Fruitly had plans for future expansion into areas like smoothies, food and beverage, nutritional seminars, and GFY (Good For You) products.
This guided our brand architecture approach, and we chose a “branded house” strategy for Fruitly, anticipating this future expansion.
This approach allows each new offering to leverage the established reputation and recognition of the Fruitly brand while maintaining a consistent brand image and value proposition across all extensions.
Each new extension, while having its unique features and offerings, will be recognized as part of the Fruitly family.
This ensures consistency and synergy across all product lines, creating a cohesive brand experience for consumers.
However, this strategy also poses a challenge — ensuring that each extension aligns with Fruitly’s overall brand identity and values. Deviating too far could risk diluting the brand and confusing consumers. It’s a delicate balancing act, but with careful management and strategic planning, we’re confident that together with Fruitly we can navigate this path successfully.
