Agency: Landau Reece
My role: Senior designer and project manager, overseeing junior members of staff
Copyright: Landau Reece Ltd

Whitworths wanted to launch a new product line aimed at children 4-8 years old with parents as the gatekeepers to the food cupboard they had two audiences to win over.

The product was made from high fruit concentrate and not artificial sugar which Whitworths thought would appeal to parents. The design had to communicate the high fruit content whilst being visually appealing to children.

The concept was to visually show fruit packed into the packet (in the same way fruit is packed into the sweet). I commissioned an illustrator to draw up the cartoon characters looking squashed and dismayed in a fun way. This fun and bright approach was a success with the audience and you'll still see Frootz on the shelf today in mainstream supermarkets.