Fruit — Seek no further

Fruit of the Loom wanted to create a new premium line. Inspired by yesterday’s visionaries, today’s trailblazers and tomorrow’s innovators, Seek No Further believes in a pioneering spirit. Bringing together contemporary fashion, 150 years of expertise and high-quality materials, offering effortless style that feels good. Designed for work and play, for day and night, for men and women. Created with traditional know-how and cutting-edge technology. Keep it simple. Fruit. Seek No Further.

 

The project aim was to bring out the heritage of the brand, while helping it loose its perceived “cheapness”. There are many ways of making a brand ”premium” in the eyes of the consumer, obviously it must start with the product. After that it is up to the communications and brand to do the talking. The idea of stitching and finesse needed to come through to help create this “premium” brand. Time, materials and hand delivered products are what gives the new Fruit range high quality. The name became just Fruit, alongside the "Seek No Further Campaign", symbolised a change and fresh start. Credit to Universal Design Studio for the final production.