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# FRUIT Coffee

By Eric Villalobos. https://ericvillalobos.fly.dev/work/fruit-coffee/

- Disciplines: Packaging & Labels, Brand Identity, Coffee

FRUIT Coffee is a Dubai specialty roastery built on one idea: coffee is a fruit. The brief was to build a brand that competes by being impossible to ignore in a category drowning in muted tones. We delivered the full identity system, logo, color, pattern, packaging, merch, plus a nine-template Shopify storefront.

FRUIT Coffee is a specialty roastery in Dubai. The whole brand stands on one fact most coffee branding ignores: coffee is a fruit. Specialty coffee shelves default to Berlin minimal, muted tones, thin type, quiet confidence. FRUIT needed the opposite. The brief was an identity as sharp as the product: the loudest voice on the shelf and the screen, without tipping into noise.

We built the system around a red fruit mark and a two-color core, red on cream, yellow on red, backed by a repeating brand pattern. Discipline keeps it from shouting itself hoarse: red is capped at 15% coverage per surface, accent only, never decoration. Five flavor-family colors map directly to SKU wayfinding, so the packaging system does the navigation work a barista would otherwise do. The identity rolled out across stand-up pouches, paper cups, mugs, tees, hoodies, hats, totes, stickers, and wheatpasted posters.

On the web side we built the storefront in nine Shopify Liquid templates, carrying the same wayfinding logic from shelf to screen. The result is a brand that reads instantly at pouch size, at cup size, and at thumbnail size, one idea, pushed all the way through.

![FRUIT Coffee, plate 1](https://ericvillalobos.fly.dev/img/fruit-coffee/01.webp)
![FRUIT Coffee, plate 2](https://ericvillalobos.fly.dev/img/fruit-coffee/02.webp)
![FRUIT Coffee, plate 3](https://ericvillalobos.fly.dev/img/fruit-coffee/03.webp)
![FRUIT Coffee, plate 4](https://ericvillalobos.fly.dev/img/fruit-coffee/04.webp)
![FRUIT Coffee, plate 5](https://ericvillalobos.fly.dev/img/fruit-coffee/05.webp)
![FRUIT Coffee, plate 6](https://ericvillalobos.fly.dev/img/fruit-coffee/06.webp)
![FRUIT Coffee, plate 7](https://ericvillalobos.fly.dev/img/fruit-coffee/07.webp)
![FRUIT Coffee, plate 8](https://ericvillalobos.fly.dev/img/fruit-coffee/08.webp)
![FRUIT Coffee, plate 9](https://ericvillalobos.fly.dev/img/fruit-coffee/09.webp)
![FRUIT Coffee, plate 10](https://ericvillalobos.fly.dev/img/fruit-coffee/10.webp)
![FRUIT Coffee, plate 11](https://ericvillalobos.fly.dev/img/fruit-coffee/11.webp)
![FRUIT Coffee, plate 12](https://ericvillalobos.fly.dev/img/fruit-coffee/12.webp)
![FRUIT Coffee, plate 13](https://ericvillalobos.fly.dev/img/fruit-coffee/13.webp)
![FRUIT Coffee, plate 14](https://ericvillalobos.fly.dev/img/fruit-coffee/14.webp)
![FRUIT Coffee, plate 15](https://ericvillalobos.fly.dev/img/fruit-coffee/15.webp)