Project Overview:
Pith is a monthly fruit box service designed for a new generation of snackers. It combines convenience and surprise by delivering a rotating selection of fresh fruits, so customers don't have to worry about what to buy. Kip! developed the complete brand identity, including digital, print, and packaging design.
Objective:
The goal was to create a bold, recognizable brand that resonates with Gen Z culture. The visual identity and messaging needed to feel fresh, fun, and energetic while maintaining clarity and trust. Everything had to be sharp, approachable, and easy to connect with.
Challenges:
A major challenge was avoiding the typical wellness aesthetic or an overly polished look. The brand needed to be playful without seeming childish, and distinctive without falling into common startup design clichés.
Design Process:
The visual direction centered on "organized chaos" with a playful, rebellious edge. Custom logos, vibrant colors, and bold typography gave the brand its distinctive character. This approach was applied consistently across all touchpoints, from onboarding screens to packaging and vehicle wraps, maintaining energy throughout.
Outcome:
The final identity features a bold logo system, striking color combinations, and messaging that's direct and social-media ready. Whether on street advertising, in the app, or on packaging, the design system remains cohesive and visually impactful.
Key Achievements:
This project allowed the team to explore how far they could push visual boldness while preserving clarity and functionality.
