Under construction
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Under construction 〰️
Tutti Frutti
Brand development:
Concept
Research & Insight
Illustration
Communication
Video animation ad’s
Fruity characters
Fazer’s Tutti Frutti is one of Finland’s and Sweden’s most iconic brands, known for its timeless confectionery classics. When Fazer decided to renew its Tutti Frutti range, the aim was to reflect a new direction for the brand that felt both natural and modern.
The product line had transitioned to using vegan ingredients and natural colours, an important step that needed to be communicated clearly and positively to consumers. Fazer approached the agency to find a way to express this evolution not through words alone, but through character, emotion and storytelling.
Challenge and Approach
Tutti Frutti needed a new layer of storytelling that would make the brand more playful and engaging while communicating its move to vegan and natural ingredients. The challenge was to modernise the brand without losing the joy and colour that made it a long-time favourite.
We focused on what makes Tutti Frutti unique: the sweets themselves. Each candy already had its own shape, colour and character. Instead of creating new mascots, we brought the candies to life as a cast of expressive characters that felt instantly familiar.
This approach gave Tutti Frutti a fresh, cheeky and optimistic personality. The characters became the new voice of the brand, turning the shift to natural ingredients into a story full of warmth and fun.
Bringing the Tutti Frutti World to Life
We created five distinctive Tutti Frutti characters, each inspired by the sweets’ shapes, colours and flavours. With their own names and personalities, they captured the playful diversity of the Tutti Frutti world.
The characters became the heart of the refreshed identity, appearing across packaging, point-of-sale and marketing materials. Each pouch featured a lively mix of personalities, turning the range into a colourful, joyful world.
To extend the storytelling, we produced short animated films that brought the characters to life, highlighting the brand’s vegan and natural ingredients with humour and warmth.
Results
The introduction of the Tutti Frutti characters helped the brand express its personality and values better. Beyond packaging, they became a natural part of the brand’s communication, giving it new faces, a distinct voice and a more human presence.
The playful visuals added warmth and distinction to the range, while clearly signalling its shift towards vegan and naturally sourced ingredients. In the end, the characters felt like a natural evolution, so fitting they seemed as though they had always belonged.