Select Fruits has outgrown its initial identity as a local provider, evolving into a global brand that sources the freshest, highest-quality fruits from around the world. To reflect this growth, they wanted to convey their extensive global reach, emphasizing their commitment to delivering only the freshest, premium fruits to their customers.
Brand Positioning and Website Design
The website is built around the brand positioning “Connecting growers to grocers for a fresh tomorrow”, using strong imagery and concise messaging to reflect the journey from grower to grocer, and establishing the company as the trusted link in between.
Strategy
Content is organized to mirror the lifecycle of fresh produce – from sourcing and partnerships with growers, through quality control and logistics, to final delivery to retailers.
Product Catalog
Products can be explored either through an interactive globe showing product sources, or via a structured product catalog with clear categories. These two approaches reinforce the brand’s role as a transparent and reliable connector between growers and grocers.
Design System
The design system is built to convey freshness, clarity, and trust. Organic lines, strong typography, generous spacing, and a restrained yet bold color palette are brought together in modular layouts that add warmth and energy without overwhelming the interface.
