From Fruitisms to Loom Large: Rebranding with a Wink
When Fruit of the Loom wanted to shed its grandpa-core image, it didn’t just swap logos or drop a new tagline. It cracked its knuckles, leaned in, and got weird—in the best way.
We started with Fruitisms, a campaign that used meta, self-aware humor to poke fun at the very idea of rebranding. Instead of pretending to be something we weren’t, we made fun of how brands pretend to be something they aren’t. That energy evolved into Loom Large, a full-on identity shift that took Fruit from “heritage brand” to “heritage brand with a hell of a personality.”
Across TikTok, Instagram, billboards, and digital platforms, we gave the brand a loud, confident tone that didn’t ask for permission. We introduced Gen Z to Fruit on their terms—by being funny, culturally aware, and totally unapologetic.
This wasn’t a “rebrand” in the traditional sense. It was an exorcism of everything stale, with a clear POV and a fresh tone of voice. And if it made you laugh while scrolling? Even better.
