Pith

Project Overview:

Pith is a monthly fruit box service built for a new generation of snackers. It brings together convenience and excitement, helping people discover a rotating mix of fresh fruits without overthinking their grocery list. Kip supported the project through a full brand identity rollout, including visuals across digital, print, and packaging.

Objective:

The aim was to create a bold and instantly recognizable brand that would feel native to Gen Z culture. Everything from the visual direction to the tone of voice needed to communicate energy, humor, and freshness, while still feeling trustworthy and user-friendly.

Challenges:

One of the main creative challenges was building a look that didn’t feel overly “wellness” or too polished. The brand needed to lean into fun without being childish, and stand out without relying on overused startup aesthetics.

Design Process:

The work started with a strong visual positioning, developed around the concept of "organized chaos" and playful rebellion. Custom logos, high-contrast colors, and expressive type choices helped land that personality. The visual system extended across multiple brand assets, from mobile onboarding screens to shipping boxes and delivery trucks, always with consistency and high energy.

Outcome:

The final identity brings together a bold logo suite, fresh color combinations, and a tone that feels social-first and direct. The brand system works just as well on a street ad as it does inside an app or on a cardboard box, keeping things unified while staying visually punchy.