Dirafrost is a Belgian producer of 100% natural frozen fruit, known especially in the bakery and pastry sector. With their frozen mashed fruit purees they wanted to enlarge their market share and stretch their expertise into other product categories.

After a positioning & innovation creative brainstorm they decided to launch their existing product into the hip world of cocktailbars, targeted to professionals and under a new name ‘BeARtender’.

Our brief was to create a modern and disruptive design for this engaging new positioning, where a relatively simple product now serves as cocktail ingredient.  Cutting edge trendy bartenders where to be our focused target group.

The bear, a reference to the excisting Dirafrost logo, is our main focus on the new design. He is our ‘masher of the fruit’. We felt the purity and honesty of the product asked for a simple design. The black image and text look a bit tattoo like, to enhance the trendy ‘nightlife’ feel. The contrast with the attractive colours show the freshness and purity of the six fruit flavours; Seabuchthorn, Strawberry, Lime, Mango, Raspberry and Passion Fruit. 

Every flavour comes in an easy to use bottle, with a peelable shrink sleeve, perfect for bartenders who like more anonymous products behind their bar. BeARtender is a convenient foodservice product, that comes in handy for every funky b(e)artender. 

From now on, every day = cocktailday ;-)