Puuvilja Poisid

The brief

Puuvilja Poisid, “the fruit boys”, is a self-initiated concept for children's fruit rolls made from strawberry, apple and banana. The category is full of cartoon fruit and loud colours. We wanted a brand with an actual place to live in, and with characters children could get to know.

The idea

One illustrated scene carries the whole brand: a sunny garden with an orchard, a banana tree, a strawberry patch, a dog, a monkey and three children picking fruit. It works as a world, not a sticker. The name sits in a bold, rounded wordmark above it, and a small round badge names the three fruits so parents get the answer at a glance.

What we made

• Brand identity and wordmark
• The illustrated garden scene and its three characters
• Kraft pouch packaging with a clear window, so the fruit rolls are visible
• Label artwork with the Estonian descriptor and a strawberry, apple and banana badge
• Lifestyle imagery for the pouch

The result

A children's food brand with a recognisable world, one that can grow into new flavours, new scenes and new characters without losing what makes it feel like its own. The natural paper brings a warmth that suits fruit, and the bright artwork stands out against it on the shelf.