Branding
Fru Fru
Brand identity for Fru Fru, a new swimwear brand for girls. I created the full branding system, logo, color palette, iconography and brand manual, shaping a cute, modern and coquette-inspired visual universe.
Year:
2025
Industry:
Clothing
Client:
Fru Fru
Project Duration:
1 month
CONTEXT
Fru Fru is a new swimwear brand created for girls, and, secondarily, for their mothers, focused on a cute, coquette-inspired aesthetic with bows, ruffles and playful patterns.
I was brought into the project through a photographer friend who was shooting the campaign, and the client needed the entire brand identity developed from scratch: logo, visual system, color palette, typography and a full brand manual.
I also supported the art direction for the photoshoot to ensure consistency between product, visuals and brand identity.
CHALLENGES
The biggest challenge was finding the right balance between infantile and cool: a brand that looked sweet and playful without becoming naïf or overly childish.
Another challenge was incorporating a bow, a non-negotiable requirement from the client, while keeping the logo clean, modern and versatile.
The brand also needed to appeal to two audiences at once: young girls, and the mothers making the purchase.
Despite the client having a clear idea in mind, the collaboration was smooth; with just two rounds of exploration, we aligned quickly on a direction that felt true to her vision and to the brand's future aesthetic.
SOLUTION
The entire branding concept grew from the bow, the central symbol that captures the essence of the garments and the coquette aesthetic. I designed a custom bow icon that became the foundation of the identity, paired with a soft pastel palette drawn from the playful, delicate spirit of the brand.
I then built a flexible visual system: logo compositions, color applications, typographic rules, safe area guidelines and misuse examples, all documented in the brand manual.
The result is a warm, cute and distinctly modern identity that translates seamlessly across tags, packaging, social media and even as prints on the swimwear itself.
OUTCOME
The client was extremely happy with the final identity, and Fru Fru launched using the entire visual system I created. Today, the branding appears consistently across all touchpoints: product labels, digital presence and social media design, and even printed directly onto the swimwear.
This project strengthened my branding process, especially the balance between creative direction and client collaboration. It also reinforced how much I enjoy building visual identities that start with a simple idea and grow into complete, usable design systems.
More Projects
Branding
Fru Fru
Brand identity for Fru Fru, a new swimwear brand for girls. I created the full branding system, logo, color palette, iconography and brand manual, shaping a cute, modern and coquette-inspired visual universe.
Year:
2025
Industry:
Clothing
Client:
Fru Fru
Project Duration:
1 month
CONTEXT
Fru Fru is a new swimwear brand created for girls, and, secondarily, for their mothers, focused on a cute, coquette-inspired aesthetic with bows, ruffles and playful patterns.
I was brought into the project through a photographer friend who was shooting the campaign, and the client needed the entire brand identity developed from scratch: logo, visual system, color palette, typography and a full brand manual.
I also supported the art direction for the photoshoot to ensure consistency between product, visuals and brand identity.
CHALLENGES
The biggest challenge was finding the right balance between infantile and cool: a brand that looked sweet and playful without becoming naïf or overly childish.
Another challenge was incorporating a bow, a non-negotiable requirement from the client, while keeping the logo clean, modern and versatile.
The brand also needed to appeal to two audiences at once: young girls, and the mothers making the purchase.
Despite the client having a clear idea in mind, the collaboration was smooth; with just two rounds of exploration, we aligned quickly on a direction that felt true to her vision and to the brand's future aesthetic.
SOLUTION
The entire branding concept grew from the bow, the central symbol that captures the essence of the garments and the coquette aesthetic. I designed a custom bow icon that became the foundation of the identity, paired with a soft pastel palette drawn from the playful, delicate spirit of the brand.
I then built a flexible visual system: logo compositions, color applications, typographic rules, safe area guidelines and misuse examples, all documented in the brand manual.
The result is a warm, cute and distinctly modern identity that translates seamlessly across tags, packaging, social media and even as prints on the swimwear itself.
OUTCOME
The client was extremely happy with the final identity, and Fru Fru launched using the entire visual system I created. Today, the branding appears consistently across all touchpoints: product labels, digital presence and social media design, and even printed directly onto the swimwear.
This project strengthened my branding process, especially the balance between creative direction and client collaboration. It also reinforced how much I enjoy building visual identities that start with a simple idea and grow into complete, usable design systems.
More Projects
Branding
Fru Fru
Brand identity for Fru Fru, a new swimwear brand for girls. I created the full branding system, logo, color palette, iconography and brand manual, shaping a cute, modern and coquette-inspired visual universe.
Year:
2025
Industry:
Clothing
Client:
Fru Fru
Project Duration:
1 month
CONTEXT
Fru Fru is a new swimwear brand created for girls, and, secondarily, for their mothers, focused on a cute, coquette-inspired aesthetic with bows, ruffles and playful patterns.
I was brought into the project through a photographer friend who was shooting the campaign, and the client needed the entire brand identity developed from scratch: logo, visual system, color palette, typography and a full brand manual.
I also supported the art direction for the photoshoot to ensure consistency between product, visuals and brand identity.
CHALLENGES
The biggest challenge was finding the right balance between infantile and cool: a brand that looked sweet and playful without becoming naïf or overly childish.
Another challenge was incorporating a bow, a non-negotiable requirement from the client, while keeping the logo clean, modern and versatile.
The brand also needed to appeal to two audiences at once: young girls, and the mothers making the purchase.
Despite the client having a clear idea in mind, the collaboration was smooth; with just two rounds of exploration, we aligned quickly on a direction that felt true to her vision and to the brand's future aesthetic.
SOLUTION
The entire branding concept grew from the bow, the central symbol that captures the essence of the garments and the coquette aesthetic. I designed a custom bow icon that became the foundation of the identity, paired with a soft pastel palette drawn from the playful, delicate spirit of the brand.
I then built a flexible visual system: logo compositions, color applications, typographic rules, safe area guidelines and misuse examples, all documented in the brand manual.
The result is a warm, cute and distinctly modern identity that translates seamlessly across tags, packaging, social media and even as prints on the swimwear itself.
OUTCOME
The client was extremely happy with the final identity, and Fru Fru launched using the entire visual system I created. Today, the branding appears consistently across all touchpoints: product labels, digital presence and social media design, and even printed directly onto the swimwear.
This project strengthened my branding process, especially the balance between creative direction and client collaboration. It also reinforced how much I enjoy building visual identities that start with a simple idea and grow into complete, usable design systems.