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Spicing up the brand of a condiment expert

Fruity Kitchen Logo & Branding

The Fruity Kitchen

Fruity Kitchen have been making award-winning jams and chutneys since 2008.  The Yorkshire mother and daughter team combine old farmhouse methods and modern savvy to create little jars that are big on flavour.

Julia and Hannah at Fruity Kitchen were looking for a creative agency to work with them on all aspects of their visual identity and branding.

They wanted to develop a look and feel for their business that felt true to their traditional roots and modern aspirations. And one that was scalable enough to fit with their plans for nationwide growth.

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Our Approach

We love strategic thinking and getting under the skin of a brand. And our work with Fruity Kitchen allowed us to do what we like doing best. 

We worked closely with Julia and Hannah to identify their brand’s intrinsic values – its raw ingredients – what makes it tick. We then crafted a brand identity from the ground up, keeping its character close. 

A key part of the job involved designing a playful brand mark which would work across their product packaging. We began with an engaging flower motif that says ‘fresh’. We then added a clear, cheerful sans serif font and an additional handwritten type face that echoes the brand’s handed-down methods. 

Finally, we included other visual assets such as illustrations of seeds and droplets to say ‘fruity’ and botanical sweeps and dashes to show the stages of the making process. We recommended clear jars and labels that would let the product show as much as possible.

Once every aspect of visual library was complete, we were able to produce everything from branded Christmas cards and press ads, to the new website and merchandise – with beautiful consistency.

The Results

– 25k of new business achieved in first 6 months
– Major national new customer acquisition including Virgin Trains
– Increased brand confidence and trust


Brand Identity, Packaging Design, Print Design


Food & Drink, FMCG

Fruity Kitchen poster designs
Fruity Kitchen Brand Guidelines
Fruity Kitchen Jar Label designs on a minimalist background

‘It’s great to work with a design agency who are genuinely excited by our brand’

Julia & Hannah, Fruity Kitchen
Fruity kitchen Jar label designs
Fruity Kitchen Jam Jars focused on a branded hang tag design
Various pieces of Fruity kitchen branded collateral
Fruity Kitchen Gift packaging design on a branded background
Fruity Kitchen Brand Packaging Gift tube tops
Fruity kitchen branded postcards
Fruity Kitchen brand packaging 15g sachet designs

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