Description

The new product represents a healthy alternative to the traditional ice cream: rich in protein, no added sugar, low fat content. The visual story of the package is built upon the minimalist typography, the powerful numbers with health benefits constitute the design.

The protein amount as a key message is located right at the centre of the cup cover, with additional facts and advantages encircling the rim. 3 SKUs – vanilla, cocoa and pine apple – are indicated by three colors creating a striking contrast to the calm black background. The cup is made of craft paper, its matte texture speaks to the healthy nature of the dessert inside. The informative design is aimed at people who look closely into their daily proteins, fats and sugars, as well as those only considering healthier eating habits.

FRU:DOZA is a niche brand in the portfolio of a large ice cream producer “Morozproduct” (Belarus). The brand is famous for its innovative approach. FRU:DOZA PROTEIN arrived to supermarkets in October 2024. The price segment is middle+.

Credits

Deputy General Marketing Director: Elena Kameisha
Head of Marketing Department: Natali Khudina
Art Director, Creative Director: Vitali Dzehtsiarou
Creative Director: Ina Nasovich