Named with a compound word consisting of “fruit” and “dia”, FRUDIA was created according to the brand ideology of delivering the nutrition of fruit directly to the skin. The packaging design was inspired by a jar of jam, filled with hydrating cosmetics. The side of the lid is curved, mimicking the top of a freshly made fruit jam covered with a wrapper. Moreover, the lower part of the lid resembles the flowing texture of cream. The container is finished with a smooth touch in order to reflect the product’s high quality. It aims to appeal to a sophisticated target group in their twenties and thirties.