Move over Kool-Aid guy

...you're not the only fruit punch with personality anymore.

A loud belt struggles with being whisper quiet

So we pumped up the volume.

Tom and Joe—two architects by trade—had been making attention-seeking belts for a while. Their twist on the typical black, brown, and tan waist cinchers, was their powder-coated buckles in poppy colors like purple, orange, and green. These belts clearly had a lot to say, but were a little too shy to start the conversation. That’s where we stepped in.

A loud belt struggles with being whisper quiet

So we pumped up the volume.

Tom and Joe—two architects by trade—had been making attention-seeking belts for a while. Their twist on the typical black, brown, and tan waist cinchers, was their powder-coated buckles in poppy colors like purple, orange, and green. These belts clearly had a lot to say, but were a little too shy to start the conversation. That’s where we stepped in.

First we unbuckled the market

..and what we found was rather meh.

01

Men's belt-makers are apparently colorblind

02

Every fine leather good is handmade, we get it

So we built a brand that jostled belts from their colorless slumber

Lava

CMYK: 0 86 98 0

RGB: 239 75 36

HEX: EF4B24

So we built a brand that jostled belts from their colorless slumber

Surf

CMYK: 76 37 0 0

RGB: 0 142 229

HEX: 008EE5

So we built a brand that jostled belts from their colorless slumber

Turf

CMYK: 72 15 100 2

RGB: 85 159 69

HEX: 559F45

So we built a brand that jostled belts from their colorless slumber

Lilac

CMYK: 47 58 1 0

RGB: 114 118 180

HEX: 9076B4

We came up with the name Fruit Punch and designed a juicy logo to match

Buckle up

for party

Our tagline lets you know there's a killer pants party happening and you're invited.

We squeezed inspiration from the unapologetic artifice

It's a made-up drink! It's the life of the party and comes in colors that stain your tongue. We cherished this fruity tooty-ness, and let it guide our brand voice, messaging, and designs.

01

Hand lettering plays up the belt's personality

02

Our dewy fruity droplet doubles as a brand element

03

Achromatic shades let the colors take the mic

01

Hand lettering plays up the belt's personality

02

Our dewy fruity droplet doubles as a brand element

03

Achromatic shades let the colors take the mic

01

Hand lettering plays up the belt's personality

02

Our dewy fruity droplet doubles as a brand element

03

Achromatic shades let the colors take the mic

01

Hand lettering plays up the belt's personality

02

Our dewy fruity droplet doubles as a brand element

03

Achromatic shades let the colors take the mic

Be
fruitful
and multiply

With the brand solidfied, we built out a real fruit-salad mix of digital and physical assets to target shoppers and grow sales.

We ran a photoshoot so customers could visualize their future Fruit Punch lifestyle, and built out an ecommerce website for easy access to everyone's new favorite belt. Full-width photos of attractive people (sometimes shirtless) enticed buyers, while black-and-white, 2D illustrations added a little levity.

Suddenly everyone is posting crotch shots on Instagram

Social was a key ingredient in helping Fruit Punch capture new belt enthusiasts. The brand's cheeky voice and playful colors attract new followers on the daily.

How are those pants holding up?

Buy a belt and let us know.

fruitpunchstudio.com