Brighter Food

Frulact Group is a natural ingredient business in the beverage & food industry. A three decade enterprise that has scaled business and portfolio into a worldwide and global player. Having innovation as a driver, the group expanded its business area with the acquisition of plant based business. The move was an opportunity to rethink and position the business at its core.

“White was challenged to dive into the communication of the Group, bearing in mind its strategic pillars, history, evolution and future.”

The brief called for a brand strategy, assessment and recommendations for the group, plus the integration of new business area – plant based ingredients – its architecture within the business portfolio and a brand for the acquired company and associated product. Through the research of the dairy-free and dairy alternatives market, the outputs directed to an origin-source approach, i.e. the main resource that nurtures and makes possible the growth of the core raw materials, be it almonds, oat, cereals, coconut, to name a few.

The sun, land and water are associated with natural ingredients, they are fundamental to their nutritious values as they are to their quality. We created a brand that expressed and reflected this natural ecosystem and organic chain, adding a colour scheme that reaffirmed the earthly sensation, a modern typography linked to a modern business and a brand promise that appealed to a more healthier and consciously sustainable beverage & food audience.

The brand was well received by the market and the creativity was awarded at:

• Lusófonos da Criatividade 2019, BRONZE