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Work — Tóny Fruit · BFS Studio, Ho Chi Minh City

Tóny Fruit— Fruit Garden of the World

Client
Tóny Fruit
Industry
Food & Beverage
Services
Art Direction & Key VisualPackaging DesignProduction
Scope
Mark · pattern · packaging · key visual · film
Year
2022
Credits
BFS Studio × 9Cread
The Tóny Fruit key visual — a sunlit orchard path with a picker walking the row, wordmark at the right
( 01 )

THE BRIEF

Tóny Fruit imports fruit from orchards on four continents and sells it in Vietnamese supermarkets. The brand needed to say picked-this-week-from-there without a paragraph of explanation, and hold up on everything from a gift box to a price tag.

( 02 )

WHAT WE DID

We built the key visuals around one line, Fruit Garden of the World: each one puts a real orchard behind the wordmark. The packaging carries the same orchard, a mascot handles the greeting at child height, and the system stays intact all the way down to shelf tags.

( 03 )

OUTCOME

Key visuals, promotion artwork, gift packaging, point-of-sale and a manifesto film delivered for the 2022 launch.

( 04 )

THE WORK

Key visual — a lit orchard, a picker walking the row, wordmark at the right
Key visual — Fruit Garden of the World
The Tóny Fruit wordmark — TÓNY in pink above FRUIT in green, the accent on the Ó carrying a leaf
The wordmark
The Ó drawn on its own as an apple silhouette with a leaf on the accent
The Ó on its own
A hand holding the round Tóny mark like a piece of fruit
Held, not displayed
The handwritten line Tươi như vừa hái tận vườn in green script
The handwritten line
The Tóny apple mascot — a round pink apple with arms, legs and a leaf
The mascot
The branch pattern — apples and leaves repeating along a horizontal strip
Branch pattern
The gift box lid artwork — hand, branch pattern and wordmark on white
Box lid artwork
The packing tape pattern — the mark repeating on pink
Packing tape
The printed lid in place with the orchard photograph
The lid, printed
The gift box open, apples inside, lid and sleeve shown together
The gift box
The thank-you card — wordmark above a short note, printed dark green
Thank-you card
Route 01 poster in green — an orchard scene with a hand reaching in
Route 01 — green
Route 01 poster in pink — a hand offering an apple
Route 01 — pink
Route 02 poster — an apple crate on pink with the import line beneath
Route 02 — apple
Route 02 poster — a kiwi crate on pink in the same layout
Route 02 — kiwi
A market stall dressed in the identity, produce baskets under the branded canopy
In market
A child reaching for fruit on a supermarket shelf beside a branded shelf card
On the shelf
A supermarket produce aisle with branded crates and headers
In store
Digital screens in store carrying the key visual beside the fresh produce wall
Digital in store
Film still — oranges on the branch, backlit
Film — the orchard
Film still — the Tóny Fruit storefront seen from the street
Film — the store
( 05 )

FILM

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( 07 )

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