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.

black buckle illustration
black buckle mobile

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.

belt drawing

First we unbuckled the market

..and what we found was rather meh.

buckle drawing

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

lave belt

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 belt

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 belt

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 belt

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

fruit logo evolve
chipmunk

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.

tropical droplet

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

fruit punch belt fruit punch belt fruit punch belt fruit punch belt fruit punch belt fruit punch belt fruit punch belt fruit punch belt

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.

fruit punch website screenshot fruit punch website screenshot
fruit punch instagram

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.

fruit punch photoshoot
fruit punch photoshoot
fruit punch photoshoot
fruit punch photoshoot
fruit punch photoshoot
fruit punch photoshoot
fruit punch photoshoot
fruit punch photoshoot

How are those pants holding up?

Buy a belt and let us know.

fruitpunchstudio.com