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Branding, Packaging Design, Web Design

Commissioned by:

Fruitawa

Ⓒ ALL RIGHTS RESERVED.

FRUITAWA

The Goodness
Of Nature!

DIELINE AWARDS WINNER 2021
THIRD PLACE

Presented by Adobe

Fruitawa translates to “fruit and Eve.” a company that has begun operations with the goal of supplying England and Europe with Iranian products. The interest in floral and plant patterns among British people dates back to the middle of the 19th century and the creation of Art Nouveau. Many companies in the tea, spice, and food industries have tried in recent years to incorporate this beauty on the packaging so that it will catch the eye of the customer in addition to displaying the product. On the other hand, Iranians have historically partitioned the image and text space in their miniatures with flowers, decorative plants, tables, and frames. The purpose of the reasons mentioned above was to offer products containing Iranian saffron for sale in England. 

LOGO STORY

Forbidden Fruit is a name given to the fruit growing in the Garden of Eden which God commands mankind not to eat. In the biblical narrative, Adam and Eve eat the fruit from the tree of the knowledge of good and evil and are exiled from Eden.

Concept of Hands

The concept of hand-picked products came from the meaning of being hand-picked, selected carefully with a particular purpose in mind. Here we tried to create a dynamic logo using the concept of fine products picked by poetic hands.

DIELINE AWARDS WINNER 2021
THIRD PLACE

Presented by Adobe

research:
saffron flower, floral designs, table drawings, and women who have always played a significant role in saffron production were all combined in a contemporary way for this design, according to extensive research by the Fruitawa marketing, sales team and our research team. We also considered the interest of the British people in designs that evoke the feeling of plants in these designs. The most crucial aspects of the brief were its quality, its execution, and its unique structure.

Idea:
Illustrations are vital for setting you apart from competitors and becoming a recognizable style. Our characters, inspired by Art Nouveau, feature women with messy hair and plain flowers, carrying large saffron flowers to draw attention to the products. The traditional table layout ensures clear visibility of product information and images for the audience.

PHOTOGRAPHY

& Brand
Development

DIELINE AWARDS WINNER 2021
THIRD PLACE

Presented by Adobe

Development:
Studio Deeez created the brand’s logo, visual identity, website, packaging, and all other associated services.  The design featured a hand grasping a flower or an apple and was initially influenced by the tale of Adam and Eve. The brand’s color scheme was chosen to communicate loyalty, quality, and trust in accordance with the brand’s personality and objective. The trademark patterns were created using a combination of tables and floral motifs that may be applied to various contact points in accordance with the brand’s identity and needs.
Complex forms were avoided in the photography, and the photos’ design was minimal and product-focused.
Last but not least, the brand’s packaging and visual identity were the source of inspiration for the website design.In other words, the website presents the entire brand’s essence, including colors, patterns, font families, guidelines for using photos, and saffron recipes.
CREDITS:
COMMISSIONED BY DEEEZ.CO
Art Director: Seyyed Mostafa Seyyed Ebrahimi
Creative Director: Yekta Jebelli
Packaging Designer: Yekta Jebelli, Erfan Hakkani
Photographer: Roozbeh Haghgoo
Website Designers/ Developer: Seyyed Mostafa Seyyed Ebrahimi, Mohammad Reza Alae, Bahar Arsooni
3D Artist: Ali Bitaraf
Illustrator: Yekta Jebelli
Logo Designer: Ali Rabie
Corporate Identity: Faezeh Seidi, Saba Emami, Ali Rabie, Yekta Jebelli
Graphic Designers: Saba Emami, Faeze Seidi, Erfan Hakani
Motion Designer: Taha Esmat Talab
Instagram Design and Presentation: Taha Esmat Talab

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