Les Vergers du Mékong introduced the Le Fruit sub-brand X Rice Studios
Le Fruit
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Les Vergers du Mékong introduced the Le Fruit sub-brand X Rice Studios

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QuickCase (~2 Min)
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Curated By Brandcoat
Last updated on
May 25, 2024

Natural fruit juices and preserves in a variety of flavours. Le Fruit is based in Vietnam's rich Mekong Delta region. For nearly two decades, the company has made juices and jams from fruits purchased locally. Rice was in charge of rebranding the company and its product line. Our goal was to highlight their primary difference: their commitment to preservative-free, locally-made natural products. This would let Le Fruit compete against a plethora of foreign products that dominated the market with imported goods.

Le Fruit logo
Le Fruit logo

"It’s all about Le Fruit''. The rebrand helped Le Fruit jump off of shelves through a vibrant colour and icon system derived from the tropical fruits and plants of the Mekong Delta. The full range of products billboard into a bold, eye-catching spectrum. Accompanying carefully crafted icons, our studio developed a hand-drawn script for each product name. While the majority of the packaging gives the brand a well-qualified look, the script helps communicate a hands-on approach. The products have taken center stage in the market as a desirable and proudly local product. Le Fruit has gone on to become a B Certified entity, one of the first in Vietnam.

Rice creative case study

Le Fruit icons in sketch phase
Le Fruit icons in sketch phase

Le Fruit old packaging
Le Fruit old packaging
Le Fruit new packaging
Le Fruit new packaging

Le Fruit brand assets and applications
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Le Fruit brand evolution
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Brand Portfolio and Hierarchy
Le Fruit's visual identity and design awards
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Brand name
Le Fruit
Sector
Fruit-Based Goods
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Food and Beverage
Founded year
2000
Vietnam Market Entry
Origin country
Vietnam
Project context
Sub-branding
Release date
July 2015
Signature color

Related links

Le Fruit case study

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