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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 — the Ó of the wordmark opened as a window onto an orchard path
( 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 apple silhouette as a window: every key visual looks through the mark into a real orchard. The packaging carries the same window, 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 — the Ó opened onto 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 mark as a window
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 — orchard photograph seen through the Ó
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 — the Ó opening onto an orchard, hand reaching in
Route 01 — green
Route 01 poster in pink — same window, 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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( 06 )

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