Pura Fruta

Pura Fruta is a frozen popsicle brand based in Mexico City that offers a playful, all-natural treat made with 100% pure fruit and no added sugars. Created in response to growing concerns around childhood obesity and sugar intake, the brand is designed to appeal to kids and parents alike as a healthier, fun alternative.

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The visual identity features a bold, hand-lettered logo with an organic, imperfect feel that captures the brand’s fresh and natural ethos. A subtle leaf detail on the letter "A" reinforces the fruit-forward concept. The branding is complemented by a cheerful, hand-drawn fruit pattern used across packaging and collateral, creating a lively and cohesive visual language that communicates health, flavor, and joy.

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The project included logo design, packaging, print materials, and the full art direction that brings the brand’s mission to life in a vibrant and approachable way.