FRUITCLUB—Seasonal fruits, delivered at their peak.
I worked on FruitClub's brand identity and packaging during its early stage — helping turn the idea of seasonal, region-sourced fruit into a cohesive visual experience.
The concept was simple: celebrate Vietnam's diversity of fruits by delivering them at their best, wrapped in a design that feels as thoughtful as the gift itself.
Beyond design, my role extended to product production and administration — overseeing the entire process from sourcing and packaging to delivery, ensuring that every box met the brand's promise of quality and freshness.
Worked on
At
FruitClub, 2014
The Idea
What if you could send someone the best fruits Vietnam has to offer — without having to figure out what's in season?
FruitClub approached gifting differently.
Instead of guessing which fruits are good at any given time, FruitClub curates them by region and season. Every month, a box arrives with the finest fruits from Vietnam's orchards — picked at the right time, designed to be gifted.
Don't search for the best fruit. Let the season bring it to you.
The Work
The work included building a visual identity that feels fresh, vibrant, and rooted in Vietnam's agricultural heritage — while making the packaging feel premium enough to give as a gift.
Identity—FruitClub
FruitClub's visual identity is centered around a powerful symbol: a horse pulling a cart filled with seasonal fruits.
The horse represents quiet strength and reliability — steady, always in motion, always delivering. Its clean, modern lines make the mark feel contemporary while retaining a sense of warmth and approachability.
Behind the horse, the cart is laden with fruits — a visual feast that changes with the seasons. The arrangement feels abundant but curated, suggesting the brand's care in selecting the best fruits from Vietnam's diverse regions.
Together, they create a metaphor for the entire FruitClub experience — the journey from orchard to doorstep, the rhythm of seasons and deliveries, the abundance of Vietnam's fruit heritage, and the trust that comes with reliability.
Packaging
The carton box was designed to be both functional and beautiful — sturdy enough to protect the fruits, yet vibrant enough to feel like a gift. The bold fruit illustrations and lively color palette reflect the diversity of Vietnam's seasonal harvest, while the structure ensures that every delivery arrives in perfect condition.
Seasonal Curation
Each month, FruitClub follows the rhythm of Vietnam's harvests — sourcing fruits at their absolute peak.
From the sun-drenched orchards of the South, where soursop and dragon fruit ripen, to the misty highlands of the North, where lychees, longans, and Đông Khê pears are hand-picked at their sweetest. And from the hills of Hòa Bình, where Cao Phong oranges grow with their signature thin skin and fragrant sweetness — every box is a journey through Vietnam's diverse regions, bringing the best of each season straight to your door.
The Products
FruitClub delivers more than fruit — it delivers the best of Vietnam's seasons, curated and packed to be gifted. Every box is a moment of discovery, a celebration of regional diversity, and a reminder that the best things in life come at the right time.
Behind the scenes
From the orchards to your doorstep — a glimpse into the journey behind every FruitClub box. The farmers who tend the trees in the South, the pickers who carefully select each fruit at its peak in the North, and the team that packs every box with care. It's a story of people, seasons, and the quiet rhythm of delivery that brings Vietnam's best to you, month after month.
Takeaway
The biggest challenge wasn't designing a beautiful box — it was designing a system that could adapt to the changing seasons.
Every month, the fruits change. The box needs to feel fresh without being redesigned from scratch. The identity had to be flexible enough to accommodate different fruits, different regions, and different box sizes — while still feeling unmistakably FruitClub.
Beyond design, running the production and admin side gave me a deeper appreciation for the entire ecosystem — from sourcing and packaging to delivery. It taught me that great design doesn't exist in isolation. It needs to work in the real world, with real people, real logistics, and real deadlines.
It taught me the value of designing for change, not just for a single moment.
