A range of natural fruit juices and preserves. Le Fruit operates from the fertile Mekong Delta region of Vietnam. For nearly two decades the brand has produced juices and jams from locally sourced fruits. Rice was responsible for a rebrand of the business and their product range. Our objective was to showcase the core difference; their dedication to preservative-free locally-made natural products. This would support Le Fruit in competing with an array of foreign products that dominated the market with imported goods.

"It’s all about Le Fruit''. The rebrand helped Le Fruit jump off of shelves through a vibrant colour and icon system derived from the tropical fruits and plants of the Mekong Delta. The full range of products billboard into a bold, eye-catching spectrum. Accompanying carefully crafted icons, our studio developed a hand-drawn script for each product name. While the majority of the packaging gives the brand a well-qualified look, the script helps communicate a hands-on approach. The products have taken center stage in the market as a desirable and proudly local product. Le Fruit has gone on to become a B Certified entity, one of the first in Vietnam.