So we pumped up the volume.
Tom and Joe—two architects by trade—had been making attention-seeking belts for a while. Their twist on the typical black, brown, and tan waist cinchers, was their powder-coated buckles in poppy colors like purple, orange, and green. These belts clearly had a lot to say, but were a little too shy to start the conversation. That’s where we stepped in.
So we pumped up the volume.
Tom and Joe—two architects by trade—had been making attention-seeking belts for a while. Their twist on the typical black, brown, and tan waist cinchers, was their powder-coated buckles in poppy colors like purple, orange, and green. These belts clearly had a lot to say, but were a little too shy to start the conversation. That’s where we stepped in.
..and what we found was rather meh.
Men's belt-makers are apparently colorblind
Every fine leather good is handmade, we get it
Lava
CMYK: 0 86 98 0
RGB: 239 75 36
HEX: EF4B24
Surf
CMYK: 76 37 0 0
RGB: 0 142 229
HEX: 008EE5
Turf
CMYK: 72 15 100 2
RGB: 85 159 69
HEX: 559F45
Lilac
CMYK: 47 58 1 0
RGB: 114 118 180
HEX: 9076B4
Buckle up
for party
Our tagline lets you know there's a killer pants party happening and you're invited.
It's a made-up drink! It's the life of the party and comes in colors that stain your tongue. We cherished this fruity tooty-ness, and let it guide our brand voice, messaging, and designs.
01
Hand lettering plays up the belt's personality
02
Our dewy fruity droplet doubles as a brand element
03
Achromatic shades let the colors take the mic
01
Hand lettering plays up the belt's personality
02
Our dewy fruity droplet doubles as a brand element
03
Achromatic shades let the colors take the mic
01
Hand lettering plays up the belt's personality
02
Our dewy fruity droplet doubles as a brand element
03
Achromatic shades let the colors take the mic
01
Hand lettering plays up the belt's personality
02
Our dewy fruity droplet doubles as a brand element
03
Achromatic shades let the colors take the mic
With the brand solidfied, we built out a real fruit-salad mix of digital and physical assets to target shoppers and grow sales.
We ran a photoshoot so customers could visualize their future Fruit Punch lifestyle, and built out an ecommerce website for easy access to everyone's new favorite belt. Full-width photos of attractive people (sometimes shirtless) enticed buyers, while black-and-white, 2D illustrations added a little levity.
Social was a key ingredient in helping Fruit Punch capture new belt enthusiasts. The brand's cheeky voice and playful colors attract new followers on the daily.
