- Brand Communication, Brand Development, Brand Identity
Creating a Refreshing New Purpose for Surplus Fruit
Compass Group Ireland wanted to explore how surplus fruit generated across its kitchens could be given a valuable second life. The ambition went beyond developing a sustainable product. To succeed, the idea needed to become a credible and desirable consumer proposition, one that people would choose because it looked and tasted appealing, while also understanding the positive purpose behind it. Working in partnership with O Brother Brewing, Compass developed a sparkling fruit drink made using fruit that might otherwise have gone unused. TAP was engaged to create the brand that would bring the proposition to life and support its introduction across Compass environments.
The Challenge
The challenge was to communicate the product’s sustainability credentials without making it feel worthy, technical or overly focused on waste. The brand needed to feel fresh, optimistic and commercially relevant, while making the product’s circular story easy to understand.
Our Approach
To transform an environmental initiative into an appetite-appealing beverage brand, we focused on celebrating the vitality of the ingredients rather than the problem of waste. We crafted a cohesive design system where every brand touchpoint reflects a vibrant, circular journey.
Naming
We coined the name Refruit – a simple, playful, and memorable blend of the words “Refresh”, “Fruit”, and “Reborn”. It immediately signals a second life for ingredients while keeping the product’s primary refreshing benefit front and center.
Brand Identity
Built around the core creative concept of “Fruit Reborn. Sparkling Good,” the identity trades on pure optimism. We intentionally steered clear of standard clinical, industrial eco-clichés in favor of an energetic, consumer-led story that feels both sunny and premium.
Typography
We developed an organic, flowing script logotype that mimics the fluid nature of juice and the continuous movement of a circular lifecycle. This is paired with clean, accessible sans-serif typography to ensure a clear information hierarchy for secondary messaging.
Illustration
Rather than using rigid, hard-edged graphics, we introduced soft, sun-drenched, floating fruit silhouettes. These organic shapes emphasize natural texture, joy, and raw ingredient quality, adding a tactile feel to the digital and print canvas.
Colour Palette
We curated a warm, radiant colour system featuring Sun Zest, Velvet Orange, and Vibrant Green. These bold, flavour-led tones deliver instant shelf standout and refreshing taste cues, while visually signaling the sunny, optimistic outcome of the initiative.
The Results
The resulting identity gives Compass a distinctive platform through which to introduce Refruit to customers. The system was designed to accommodate different flavours and applications, supporting the brand as it moves from an initial product launch into wider environments and future ranges.
[ TESTIMONIAL ]
“We were delighted to work with the team on this project. They quickly understood our brief and translated our vision into an impactful design that perfectly captures the spirit of the product.”
Yvonne Mullally
Head of Marketing & Customer Experience
Compass Group Ireland