FRUDS. Design Development for the Sub-Line

RELAX — a new product in the FRUDS functional smoothie line

The challenge for FRUDS was to seamlessly integrate a new product — RELAX — into the existing line of functional smoothies while preserving the integrity of the established design system and ensuring instant recognition on the shelf. It was crucial to communicate the unique positioning of the product, emphasizing its natural ingredients and functional benefits for relaxation, while visually highlighting the key components: flax fiber, lavender extract, and prebiotics.

We worked within the already approved FRUDS design system, which is based on contrast and color coding, ensuring that the new product would be immediately recognizable as part of the brand.

The unified black background enhances the premium feel and serves as the perfect canvas for a vibrant food zone.
A lavender color accent was chosen for RELAX, directly referencing one of its key ingredients and evoking a sense of calmness.
The functional claim — a figure in a lotus pose — intuitively communicates the ideas of harmony, balance, and relaxation, allowing consumers to instantly understand the product’s benefits.
Juicy food photography and professional retouching further emphasize the naturalness and appetizing qualities of the composition.

RELAX integrates seamlessly into the FRUDS assortment, strengthening the overall perception of the brand as a producer of smart food.




Project team:

Ilya Pushkar — Art director

Irina Shebeko — Technical director

Yan Ignatovich — Designer

Yuliya Kostyukevich — Designer, Illustrator

Olga Oleinik — Managing partner, Creative director

Natalya Elinskaya — Account director

Anna Vasiukovich — Project manager

FRUDS imuno & energy food photography team:

Yuri Ilyukhin — Photographer: http://www.byphoto.by/

Natalia Tulup — Food Stylist: https://www.behance.net/natalliafoodstylist