Les Vergers du Mékong introduced the Le Fruit sub-brand X Rice Studios

Natural fruit juices and preserves in a variety of flavours. Le Fruit is based in Vietnam's rich Mekong Delta region. For nearly two decades, the company has made juices and jams from fruits purchased locally. Rice was in charge of rebranding the company and its product line. Our goal was to highlight their primary difference: their commitment to preservative-free, locally-made natural products. This would let Le Fruit compete against a plethora of foreign products that dominated the market with imported goods.

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"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.

Rice creative case study

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