The team of Brussels based start-up Froui contacted DesignRepublic for the rebranding of their infusion drink that was introduced to the market over 5 years ago. At that time Froui choose specifically to position it as a healthy family drink with a special focus on kids. As time went by, it became clear that this drink didn’t just attract children, but was also a big hit with other groups of the population. So, the time was more than ripe for a rebranding of this popular beverage.

After organising several strategic workshops to fine-tune the positioning, it became clear which direction Froui wanted to evolve: a healthy drink for everybody ‘young at heart,’ while still maintaining a subtle link to the previous design.

DesignRepublic redesigned the logo and developed a branding and illustration style appealing to a much wider audience. By putting the word ‘infusion’ on top of the label, the customer immediately sees what this drink is about: it is not just another juice, it is an infusion. The reworked logo is easily readable and expresses joy and positivity, with the happy curve included in the R, and OUI as french for YES!

The illustrations of the fruits on the labels are in soft shapes and colours, expressing the delicate and natural character of the product.

Next to the logo and main illustrations, DesignRepublic also developed a whole series of supporting branding elements: the ‘happy infusion club’ name and icon, the visuals illustrating the proces of making ‘like a homemade lemonade’ and the separate OUI icon.

With this rebranding, that is pretty timeless and appealing to a wide audience we are confident that Froui is future-proof and can continue to build on its success: GO GO GO to the Happy Infusion Club of Froui!