Brutal Fruit

I was out one day and ordered a Brutal Fruit and was absolutely fascinated by their new design, so I chose their brand to look into and discover more about their rebrand.

New design

old design

Brutal Fruit was launched in 2002 to meet the growing needs of the female market, and is now the second-largest spirit cooler within that sphere. The beverage is available in a wide variety of vivacious fruit flavours, including Passionate Peach, Cheeky Cranberry, Luscious Litchi, Manic Mango, Sultry Strawberry, Lavacious Lemon and Berryluscious. For women who want to show off their vibrant, cheeky side
In November 2008, SAB Miller launched the new colourful and striking brand presentation of Brutal Fruit created by CARTILS.
Through the development of a unique and a dynamic label style, Brutal Fruit gained appeal for the trendy, fun loving, vibrant and energetic social female consumers. The new design is perceived as fun and innovative, highlighting the premium image of the product. Since 2002 Brutal fruit is available in the South African Spirit Cooler market, which is characterized by fierce competition and rapid evolution.
The mix of fruit juice and 4,5% alcohol was introduced to meet the needs of the dynamic consumer and to tap into the growth of the fruit alcoholic beverage segment. With the new design, which includes all five flavours, Brutal Fruit should be able to in strengthen its position for the coming years.

Packaging

Targeted at females, 18-24yrs earning less than R6k a month, Brutal Fruit aimed to change their brand in order to suit the females who they were catering for, what girl doesn’t love something that is pretty? They needed their brand to stand out in order to compete with the other strong brands that might pull ladies attention. Smirnoff Spin and Storm, Red Square, Bacardi Breezer, Archers Aqua, Premixes, Hunter’s and Savanna are some of the brands that Brutal Fruit competes with.

Bottle design