A brand of total goodness.

Smooth(ie) operator

A Nelson based family business, FSL Foods was looking to develop a smoothie-centric range for the frozen fruits section of the New Zealand market. We needed to create a brand solution across identity, packaging and in-store presence that not only stood out in the freezer, but also communicated the 100% fruit only positioning and communicating functional health benefits.

Having workshopped a number of naming options, we quickly realised that we needed a practical name that communicated what the product was – so we locked in on Smoothie Base. We then created a vibrant packaging solution across the range backed with an energetic and friendly tone of voice that matched the outcome of drinking lots of healthy smoothies!

Services Used