Frugl
Improving Value Perception
Poor Differentiation
Travel & Tourism
Tech
BRAND STRATEGY
BRAND DESIGN
Logo & Usge Guidelines
Visual Identity
Bespok Iconography
NOMENCLATURE
TONE OF VOICE
ART DIRECTION
Look & Feel
Image Editing & Retouching
DIGITAL
Website
Mobile UI
Blog
Emails
Business Cards
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ABOUT THE COMPANY
Frugl is a bargain hunter app that helps users save time. It showcases the most popular content from sources such as Groupon, Wowcher, Travelzoo and others.
CHALLENGES & GOALS
Frugl had been using a 1950s American surf culture typeface as its logo. We recognised that this choice may have been influenced by trends at the time, but it didn’t align with the values and perception Frugl aimed to convey. To elevate the brand’s perceived value, we needed to ensure the visual identity was brought in line with its core ethos.
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UNIQUE SOLUTIONS
The visual identity incorporates the letter 'F' from Frugl, subtly embedded within a street map. A vibrant yet subdued colour palette is used to attract attention without distracting from the app's functionality. The design also features friendly, rounded edges to enhance its overall aesthetic appeal.
The result is a stand-out, fun and memorable brand, with a well-considered, professional design that successfully opened up new business opportunities.
Logo & Brand Identity
The Brandmark: The letter 'F' was crafted, rotated 45 degrees, and rounded at the internal corners, then used as negative space to represent roads in a city map.
The Wordmark: The letters were positioned along a squiggly line, enabling the wordmark to subtly evoke the squiggle’s shape and convey the brand's warm, friendly character. To echo this squiggle, the letter 'r' flows into the 'u', creating an irregular baseline, which was balanced by mirroring the baseline and letter heights. The letters follow a curved form, resembling a smile and reflecting the brand’s bubbly nature.
