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Nus it up, Frut it up

NusFrut offers around 20 varieties of natural dried fruits and healthy snacks in Azerbaijan — bringing authentic taste and smart nutrition to everyday life.
About CLIENT
NusFrut is a dynamic food brand in Azerbaijan specializing in natural and diet-friendly products such as dried fruits and healthy snacks. With a selection of nearly 20 product types, the company offers consumers a wide variety of wholesome options that combine authentic taste with nutritional value. Focused on quality and health, NusFrut makes it easier to choose natural flavors and enjoy smart, everyday snacking.
Scope of Work
The brand required a complete identity system that would reflect freshness, authenticity, and reliability while staying accessible to the local audience.
Our task was to:
  • Brand Name
    Develop a simple, easy-to-read brand name that resonates with Azerbaijani consumers.
  • Logo Design
    Design a memorable logo rooted in tradition yet adaptable for modern use.
  • Corporate Materials
    Create vibrant packaging and corporate materials to stand out in retail.
  • Social Media Design
    Build a consistent social media system for communication and promotion.
STAGE 1
Brand Name
The name NuşFrut was carefully crafted to
combine local tradition with international appeal.
In Azerbaijani, “Nuş” is a warm expression meaning “enjoy your meal”,
while “Frut” is a modern adaptation of the English word “fruit”.

Together they form a phrase that can be understood as “enjoy your fruit”.
This naming captures the essence of the brand: rooted in national culture, celebrating natural flavors, and delivering freshness and joy to everyday life. It is short, clear, and instantly recognizable — a name that feels local yet speaks the universal language of taste and health.
STAGE 2
Logo Design
Our task was to create a bright and memorable logo that reflects freshness and health, while staying true to traditional style. Inspired by the Azerbaijani Buta motif, we combined cultural heritage with a modern approach to deliver an identity that feels both authentic and contemporary.
Concept
The NusFrut logo is inspired by the traditional Azerbaijani Buta motif, a timeless symbol of abundance. To bring it to life, we infused the form with organic plant elements, reflecting natural growth and ecological values. By pairing two mirrored shapes, we created a silhouette reminiscent of yin and yang, symbolizing harmony and balance in nature. This concept communicates freshness, authenticity, and the high quality of NusFrut’s products — a perfect blend of tradition and modern identity.
Typography
For NusFrut, we selected Quicksand font, a rounded geometric sans-serif typeface. Its clean curves and friendly appearance perfectly reflect the brand’s natural, approachable character. The font ensures readability across packaging, labels, and digital platforms, while adding a modern, human touch that makes the identity both professional and inviting.
Color Palette
The NusFrut identity is built on a vibrant palette that conveys freshness, joy, and natural energy.

  • Primary colors — bold orange, bright yellow, and fresh green — symbolize vitality, optimism, and health, making the brand stand out on shelves.

  • Secondary colors — deep earthy tones and soft neutrals — provide balance and flexibility, ensuring the system works consistently across packaging, digital, and print.
Safe Zone
To preserve clarity and legibility, the NusFrut logo is surrounded by a defined safe zone. This area prevents other graphic elements or text from interfering with the mark, ensuring consistent visibility across packaging, print, and digital applications.
Variations
The NusFrut logo system includes several variations to ensure flexibility across different contexts. Primary and secondary versions adapt to both light and dark backgrounds, while simplified marks and circular badges work for packaging, stickers, and social media. This versatility guarantees a consistent yet dynamic brand presence in retail and digital environments.
STAGE 3
Corporate Materials
STAGE 4
Social Media Design
We developed a bright and consistent Instagram style that highlights NusFrut’s natural energy and friendly tone. The system includes templates for info posts, promotions, and customer reviews — making the feed both engaging and recognizable. With bold colors, playful graphics, and clear typography, the brand communicates freshness and trust across digital platforms.
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