FOTL REBRAND
Type Exploration | Rebrand | Brand Guide
Fruit of the Loom (FotL) is a global brand originating from Rhode Island from the Knight brothers. After a century, Fruit of the Loom has become one of the Oldest running American brands. It's no doubt that after many years of bankruptcy and failures to keep up within the 21st Century, FotL needed to be reworked in a way that would revitalize the spirit. The goal for this project was to create a cohesive system for a global brand, after intensive research, in which anybody can pick up the material and know how exactly the brand identity should be used and displayed.
The Old
The New
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Outcome
After many hours of research, experimenting, and designing, the final product shows a cohesive system for many different aspects and details on how the brand should be presented and when things should be utilized. If this were to hypothetically go to the designers for Fruit of the Loom, they would have a full break down on how to display the logo and which colors to use/ not use, etc. The aesthetics and overall playful tone create a way more dynamic scenario when it comes to displaying the brand and having fun with producing ads.