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Flamingo Co.
Art Direction
Brand Strategy
Identity Development

Harvesting only the original taste of tropical fruit

Flamingo is a Frutos Tropicales Europe brand, a company that specializes in tropical fruits. Partnering with growers all over the world and at the same time focussing on a small range of fruits, FTE ensures a premium quality product that is both sustainable and a positive driver for local communities and environment. To unleash Flamingo’s full brand potential we aimed to make it stand out from its competitors with a strong and credible identity. This involved a small addition to the Flamingo name, a clean and contemporary logo and a sophisticated brand story that balances out the craftiness and the modernness of the brand.

A nod to the vintage

Fruit companies back in the days used wooden crates —burned with their company name and shipping information— to ship their product. We used this as an inspiration to accentuate authenticity of Flamingo Co. The bold and often wide spaced lettering combined with a diamond shaped seal embrace the vintage. But dialled down to its most basic forms it is elevated to a contemporary iconic logo. The sparse use of color —humble pink, black and white— heroes the photography and the fruit in the cardboard boxes. Finally, we’ve created stickers that depict qualities of the product like ‘sun ripened’ and ‘handpicked’ adding valuable context to a story driven identity.

The Story

Flamingo Co. is all about humility, color and light-heartedness. The labour and dedication that goes into a single piece of fruit, the spirit of latin cultures, the unique character of every single farm and family. It all adds onto the Flamingo DNA. Though the logo is clean and contemporary, the story is driven by bright and colourful images of farmers in their sunny desaturated landscapes and the ripeness and juiciness of every single piece of fruit handpicked straight from the fields.

Product and box

As the boxes are stacked up high on a pallet hiding the product from first glance, in many cases the cardboard box is our customer’s first encounter with the product. That makes packaging, especially the boxes, Flamingo’s most important vehicle to establish the brand beyond showcasing the product. Therefore every box no matter size or form has more or less the same layout with the same elements. This ensures the same unboxing experience every new encounter with the product.

A strategy driven agency championing food, beverage and hospitality industries


We interweave brand strategy, branding and spatial surroundings into multidimensional statements. By triggering business ambitions and visual aesthetics in equal measures, we enable boutique brands and multinationals to take the lead in this ever-evolving landscape. Since 2001 we have focused on the premium food, beverage and hospitality industry, creating from bottle designs to brand names, bars, books, boutique hotels and everything in between. These insights and experiences drawn us into innovation- related industries, which now have become a second nature to us.


Creative Direction · Packaging · Scenography · Spatial Design · Branding · Digital · Identity Development · Concepting · Art Direction · Brand Strategy · Web development

For further inquiries feel free to contact us at

Contaínr Affaìrs
Goudsesingel 208
3011 KD Rotterdam
The Netherlands
+31 10 42 54 997