The Monsanto brief requested us to research a product name and a new, extremely visible and identifiable packaging. Our psycholinguist study spawned different concepts, in the realm of health foods, ecology, fruit and vitamins. The name chosen was “Frucchero”, a self-explicative solution obtained from the contraction of the key words Frutta and Zucchero (fruit and sugar in Italian). Psycholinguist monitoring also provided valences in terms of the images and colours: the result was a cheerful packaging solution, fully “dressed-up” by the sky, fruit and the product, with a liveliness evocative of energy, wellbeing and lightness. We also designed the package’s informative section, essential in prompting its purchase.