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Fruit of the Loom

Advertising Campaign

art direction / graphic design / copywriting / branding





FRUITY — A Gen-Z focused subdivision of one of the world's most historic brands: Fruit of the Loom.










THE PROMPT

Create a marketing campaign to bring a classic brand back to life, re-crafted for a Gen-Z audience.

OUR SOLUTION

Fruit of the Loom recharged with personality and attitude based around six fruit personas: the strawberry (the performer), the orange (the sex symbol), the banana (the investigator), the green apple (the individualist), the grape (the achiever), and the peach (the minimalist). Fruity is fresh, unpredictable, adventurous, and always a perfect fit.




THE PERSONAS

MEET THE FRUITS: SIX UNIQUE, MULTI-FACETED GEN Z ARCHETYPES




print & billboard




APP




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