Dimple - the pocket peach - Brand identity

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® Dimple - Brand Identity

Shaping Dimple’s world

Dimple is a new species of fruit, a shiny, delicious and small peach that brings a smile both with its name and with its taste.

The imagery created for Dimple's concepts and adaptations occupies a position hitherto left empty by stone fruit brands in Italy.
We’ve shaped a strong and colorful scenario, with an iconic visual status that recalls the pop world and relates to premium products.

The tone of voice is ironical and fresh, with a welcoming and fun imagery.

The brand identity is elastic and adaptable, as it can live on different channels and be easily adapted for different channels.

Naming

Dimple evokes the curvy shapes of the peach and highlights the smile resulting from its highly sweet taste.

It also recalls the product's size, much smaller than the average nectarine, and marries the pop-culture imagery.

Logo and type

The logo depicts an anthropomorphic peach with curves that suggest movement, as to reflect its easy-carrying.

The influence of street and pop arts serves the mission of drawing the attention of younger generations to consume a healthier snack.

Red is predominant, both to reflect the peach’s vibrancy and to demand immediate attention, whilst the clean and curated outline sympathizes with middle age people by appealing to the premium products array.

We designed an original type for the official font and for the logotype, with a lettering that matches the curves of the logo.

Claim

The international claim "The pocket peach" gives weight to one of Dimple's unique benefits: the convenience for its small size combined with its external resistance, internal softness and high sweetness.

We created and registered the Italian version too, so as to approach the first strategic market.