The brief
SunFruit had built something precious—years of customer trust as Armenia’s beloved brand for natural sweets and dried fruits. Now they wanted to enter the premium chocolate-covered fruit market, but faced a strategic crossroads: build an entirely new brand or extend the SunFruit name? The stakes were high. Launch too independently and abandon hard-earned brand equity. Stay too close and risk diluting what makes chocolate-covered fruits special. They needed an identity sophisticated enough to command premium prices internationally, yet familiar enough that loyal customers would recognize the quality they’d come to trust.

Concept & Approach
We chose evolution over revolution. “Favorite” became more than a product line name—it became an invitation, reinforced by the slogan “Make me your favorite.” Our strategic framework balanced two forces in creative tension: maintaining SunFruit’s authentic brand DNA while creating sufficient distinction to justify premium positioning. By strategically weaving recognizable brand elements into an elevated visual language, we gave customers something comforting and exciting simultaneously—the quality they know, elevated to an experience they crave.