PURA FRUTTA

___ Brand Identity & Packaging Design

Pura Frutta is an Argentine juice brand that has gained recognition for its commitment to producing natural, high-quality fruit juices from regional produce. Founded in 2014, the company was created to tap into the wealth of fruit production in Patagonia, particularly apples. The brand’s slogan, “100% juice, 0% chamuyo” (“chamuyo” meaning "no nonsense"), reflects its straightforward approach to quality and transparency. Pura Frutta was among the first to introduce a pure, pressed apple juice to the Argentine market, helping it secure a strong presence in national supermarkets and eventually expanding internationally to markets like Uruguay, Colombia, and Brazil.

The company’s values align with sustainable practices, and it is certified as a B Corporation, recognizing its commitment to environmental stewardship and ethical business practices. Pura Frutta emphasizes long shelf life without preservatives, appealing to health-conscious consumers. Since its founding, it has continued to innovate by developing new flavors and staying competitive in a crowded market by focusing on authenticity and regional pride.

Studio Picante has been an integral part of Pura Frutta's journey from its inception, working closely with the founding team to bring the brand's vision to life. Our role extended from early brand strategy to developing an aesthetic that mirrors the juice's natural purity. The logotype and packaging were crafted largely by hand, echoing the artisanal nature of a juice with no additives—each design feels as genuine as the product itself. We designed the beloved logo and the initial packaging for 200ml, 1L Tetrapaks, and the 3L bag-in-box, reflecting Pura Frutta’s commitment to quality and simplicity.

Our strategy diverged from the market norm, which often showcases hyper-realistic fruit imagery while concealing artificial ingredients. Instead, we embraced a more artistic approach with flat colors and simple fruit illustrations, fostering an open conversation with consumers. This controversial yet distinctive direction set Pura Frutta apart in the local market, positioning it as a genuinely pure juice brand, truly unlike anything else available.

Client: Patagonia Beverage
Industry: Pressed Juice
Region: Patagonia, Argentina
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