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(Brand guidelines) // Fashion and accessories

Fruit of the Loom brand
guidelines

Fruit of the Loom’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from fruit.com.

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About Fruit of the Loom

Fruit of the Loom makes everyday apparel and underwear for the whole family, with a brand promise centered on comfort, quality, confidence, and affordable value. Its creative world feels welcoming, colorful, playful, and grounded in the ease of everyday life.

Use Fruit of the Loom’s own wordmark, standalone mark, or approved combination as the brand identity. Keep the artwork recognizable and give it space to read clearly. Do not treat product photography, decorative backdrops, social imagery, or other brands’ marks as Fruit of the Loom logos.

Fruit of the Loom colors

  • Deep Blue

    Principal brand accent

    HEX
    RGB

  • White

    Brand palette

    HEX
    RGB

  • Berry Red

    Brand palette

    HEX
    RGB

  • Green

    Brand palette

    HEX
    RGB

  • Muted Yellow-Green

    Brand palette

    HEX
    RGB

  • Charcoal

    Website text and primary buttons

    HEX
    RGB

Fruit of the Loom fonts

  • Intro Alt

    Brand headings · 700

  • Sofia Pro

    Buttons and controls · 700

Font names only. The Brand Skill download doesn’t include font files.

Fruit of the Loom’s voice

Write with a friendly, confident, lightly playful voice. Make comfort, quality, fit, and everyday value feel inviting and approachable. Use conversational turns of phrase and occasional wordplay, while keeping product details clear and useful.

Examples of the brand’s voice include “Brighten the world for a bolder, better, more fruitful tomorrow,” “For those seeking confidence, quality and comfort, we deliver Fresh, Forever Favorites that brighten the everyday adventures of life,” and “No one else makes clothes this good, this affordable.”

  • “Brighten the world for a bolder, better, more fruitful tomorrow”
  • “No one else makes clothes this good, this affordable”

Dos and don’ts

Do

  • Show comfort as part of real life: at home, with family, or during everyday activity.
  • Make product benefits and fit easy to understand, using warm, direct language.
  • Keep the tone upbeat and reassuring, with playful wordplay used in moderation.
  • Present the brand as welcoming to different ages, sizes, and everyday needs.
  • Use the Fruit of the Loom identity and signature palette consistently.

Don’t

  • Make everyday comfort feel formal, distant, or overly technical.
  • Let jokes or wordplay obscure product information.
  • Make the brand feel exclusive when its messaging emphasizes family, fit, and broad size ranges.
  • Substitute another brand’s mark for Fruit of the Loom’s own identity.

Fruit of the Loom imagery

152 images from fruit.com, in 3 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery campaigns

38 images

Campaign imagery can bring a little more color and personality to the brand while keeping comfort and the product at the center. Use clean studio scenes, expressive color, and everyday styling to present collections and seasonal ideas.

  • The Fruit of the Loom logo features a large red apple centered amongst clusters of green, purple, and orange grapes, all framed by vibrant green leaves.
  • A laughing Black girl in a purple shirt and pink skirt shoots a stream of water from a white and orange squirt gun toward a boy in a red shirt who is running…
  • A vibrant, 2D graphic logo featuring a large red apple centered among clusters of green and purple grapes with small orange currants at the base.
  • A young woman with blonde hair in pigtail braids laughs while looking downward against a solid, bright blue studio background.
  • A cheerful woman with voluminous dark curls laughs while posing in a white sports bra and pink Fruit of the Loom panties.
  • A woman with a joyful smile lies on a white bed tucked into a vibrant, monochromatic yellow triangular nook.
  • A smiling Black woman with curly hair pulled into a top bun poses on a bright indoor staircase while holding a small white coffee cup.
  • A vibrant lifestyle photo features two women in a kitchen, both smiling and wearing lilac-colored bra tops.
  • A vibrant purple graphic banner features the bold black text "HALLOWEEN COSTUME TRENDS" in a stylized, pointed font.
  • A vibrant lifestyle photo collage features a smiling man and woman walking past a graffiti-covered brick wall in heather navy and coral t-shirts.
  • Two women stand smiling against a vibrant red background in this studio photograph.
  • A man with a mustache and a young girl pose playfully against a solid green background while wearing matching navy blue monster-themed hoodies.
  • A medium studio shot captures a diverse group of three adults and three children posing playfully in monster-themed costumes against a pale green background.
  • A studio photograph shows a family of four—two children, a woman, and a man—arranged by height against a solid deep blue background.
  • A smiling man with short brown hair is captured in a waist-up shot against a solid, vibrant magenta background.
  • A smiling young child wears a grey spider costume featuring six plush, faux-fur legs extending from the sides of a hooded zip-up sweatshirt.
  • A bold graphic logo features the text "HUFFPOST" in white, slanted sans-serif lettering.
  • A close-up photograph displays three pairs of men's boxer briefs in cream, sage green, and muted terracotta, positioned side-by-side against a background of…
  • A collaborative graphic features the 'InStyle' and 'FRUIT OF THE LOOM' logos side-by-side on a plain white background, separated by a thin vertical black line.
  • A collage of vibrantly colored basics set against a clean white background.
  • A fit, shirtless man stands confidently in a modern apartment, laughing while wearing light blue boxer briefs.
  • An East Asian woman smiles while reading a red book, sitting on a patterned area rug in a sunlit living room with exposed brick.
  • A vibrant collage centered on three smiling young adults walking in front of a brick campus building, wearing solid-colored yellow, navy blue, and olive…
  • A fit, shirtless man with a warm smile stands in a modern white kitchen, looking off-camera while holding a teal coffee mug.
  • A vibrant green 'ECO friendly initiative' badge is the focal point of this graphic, featuring two stylized leaves and bold white sans-serif text.
  • The Fruit of the Loom logo, featuring an arrangement of an apple, green grapes, purple grapes, and small berries, is centered on a light blue background.
  • The title "MEN'S JOURNAL" is featured in bold, white, capital letters against a solid black background.
  • A bold, light blue graphic features the word "People" in a heavy, stylized serif font with a thin white outline.
  • A person in light jeans and white socks stands on a coir doormat featuring the Fruit of the Loom logo, holding a white ceramic mug.
  • A minimalist wordmark logo features the text "WHO WHAT WEAR" centered on a plain white background.
  • The bold white serif text of the "Men's Health" logo is centered horizontally and vertically on a solid, vibrant red background.
  • A graphic logo for 'Hollywood Life' featuring a stylized black-and-white illustration of a glamorous woman's face and flowing hair positioned to the left of…
  • A horizontal partnership graphic features the 'InStyle' logo in bold, black sans-serif font on the left, separated by a thin vertical line from the 'Fit for…
  • The word "Esquire" is rendered in a bold, black cursive script font, centered on a plain white background.
  • A minimalist wordmark logo features the word "Bustle" in a bold, black serif typeface.
  • A clean, minimalist horizontal logo featuring the lowercase word "askmen" in a dark blue, sans-serif typeface centered on a white background.
  • A minimalist black and white graphic logo featuring the text 'GOOD HOUSEKEEPING' in a bold, sans-serif font.
  • A vibrant, flat illustration of overlapping fruit in a wide banner format.

Imagery lifestyle

29 images

Use approachable lifestyle photography to make comfort feel lived-in: families and friends enjoying everyday activities, relaxed home scenes, and playful outdoor moments. Favor natural interactions and an easy, upbeat mood over stiff posing.

  • A woman in a bright cyan t-shirt lunges forward to toss a purple beanbag toward a colorful striped cornhole board during an outdoor game.
  • A diverse group of six young adults in colorful sweatshirts and hoodies laugh together against a vibrant red brick wall.
  • A man with a blonde man-bun in a green shirt shakes hands with a man in a blue t-shirt over a pickleball net, while a third man in a red shirt watches with a…
  • A young woman with braided hair and a red bandana poses in navy blue lingerie adorned with red rose embroidery, paired with tall green Hunter rain boots and…
  • A horizontal collage with an apple-picking theme features a close-up of a woven basket overflowing with pink apples in a sun-drenched orchard.
  • A clean studio photograph shows a man with dark hair sitting on a stark white floor against a matching white backdrop.
  • A smiling woman with wavy light brown hair sits on a white floor, leaning back on one hand with her legs tucked to the side.
  • A bright studio photograph captures a young girl and boy sitting on a clean white surface, facing each other with gentle smiles.
  • A split-focus studio photograph features a woman in a black crew-neck t-shirt and light gray joggers standing next to a man in an olive green crew-neck…
  • A close-up studio shot of the right hip and waistband of a pair of high-waisted black cotton panties.
  • A side-cropped product shot focuses on the dark black, textured fabric of a pair of briefs against a clean cream-colored background.
  • A close-up photograph focuses on a pair of feet in plain white ankle socks, crossed at the ankles while resting on a beige sofa.
  • A close-up studio photograph focuses on a person with dark skin pulling on a crisp white ankle sock.
  • A close-up lifestyle photograph captures two feet in thick, bright white crew socks resting comfortably on the arm of a beige sofa.
  • A smiling Black family of four plays a game of cornhole on a bright, sunny lawn surrounded by lush green trees.
  • A smiling young boy with a vibrant green hoodie and a tan backpack walks through a wooden front door.
  • A young Black girl with curly hair and a gentle smile sits on indoor wooden stairs, focused on a black-and-white marbled 'COMPOSITION BOOK' she holds open.
  • A close-up lifestyle photo captures a baby's chubby hands playfully reaching for their own feet while wearing Fruit of the Loom socks.
  • A teenage boy in a red t-shirt playfully blasts a man in a blue t-shirt with a blue and white water gun on a bright, sunny lawn.
  • A side-profile photo shows a smiling Black woman with curly hair and a mint sweatshirt coaching a young girl as she stirs a large white mixing bowl.
  • A man and two children laugh heartily while playing a card game in a bright, modern living room.
  • A blonde woman in a pink v-neck t-shirt and denim shorts prepares to toss a blue bean bag in a game of cornhole.
  • A radiant young Black woman with long, dark brown locs smiles and looks off-camera against a solid, matte blue background.
  • A Black family of four reacts with high energy and laughter while playing a card game in a bright living room.
  • Three joyful women of diverse body types and ethnicities pose in vibrant lingerie sets against a tropical balcony backdrop.
  • A top-down product shot features a pair of grey men's boxer briefs and pink women's bikini panties, both made of a breathable perforated mesh fabric.
  • A smiling Black woman with her hair in a curly updo stands on a bright, white indoor staircase holding a mug.
  • The Fruit of the Loom logo sits centrally atop a dynamic scatter of colorful underwear against a solid navy background.
  • A shirtless young man with curly dark hair and a goatee stands in a modern bathroom, wearing bright blue thermal leggings with a gray 'FRUIT OF THE LOOM'…

Imagery products

85 images

Show products clearly and honestly, with photography that makes garment color, shape, texture, and details easy to see. Product images span underwear, bras, apparel, sleepwear, and socks for adults and children; pair clean product views with lifestyle context where appropriate.

  • A studio product shot displays six pairs of Fruit of the Loom boxer briefs organized into two rows of three.
  • A flat-lay product shot displays four horizontal rows of girls' hipster-style underwear against a plain light gray background.
  • A studio portrait of a woman with her hair in a ponytail, looking off-camera against a plain light gray background.
  • A studio product shot features two diagonal stacks of striped boxer briefs against a plain background.
  • A vertical product shot displays three short-sleeved pocket t-shirts layered diagonally.
  • A studio product shot features six pairs of plain white, high-waisted cotton briefs arranged in two identical rows of three.
  • A woman with wavy dark hair and a bright smile poses directly against a light gray background.
  • A product shot featuring twelve pairs of Fruit of the Loom men's briefs arranged in three overlapping diagonal columns against a plain white background.
  • A pack of seven plain white men's ribbed tank tops arranged in two neat rows against a light grey background.
  • A four-piece set of children's loungewear is displayed flat against a plain grey background, featuring two short-sleeve t-shirts and two pairs of matching…
  • A flat-lay product shot displays twenty toddler ankle socks arranged in four identical rows of five on a light gray background.
  • A children's loungewear set in a solid mint green color is shown against a neutral gray background.
  • A flat-lay product shot displays a 12-pack of girls' hipster panties arranged in three rows of four against a neutral gray background.
  • A pair of black quarter-length athletic socks is shown against a neutral grey background.
  • A studio product shot features six pairs of black low-cut athletic socks arranged in two neat rows against a light grey background.
  • A single white ankle-high athletic sock is shown in a side-profile product shot against a light grey background.
  • A studio product shot features two sets of children's pajamas in deep purple and maroon.
  • Twelve pairs of girls' briefs are arranged in three neat horizontal rows of four against a pale gray background.
  • A studio product shot features ten sleeveless tank tops for children, arranged in two identical rows of five.
  • A front-facing studio portrait features a smiling woman with long, wavy dark hair modeling a light pink t-shirt bra.
  • A head-on, medium close-up studio photograph of a woman with dark wavy hair and a friendly, gap-toothed smile.
  • A close-up studio photograph of a smiling woman with medium-brown skin and dark wavy hair tied back, looking over her shoulder toward the camera.
  • A product shot displays six pairs of mesh-textured bikini underwear arranged in two overlapping rows of three against a neutral gray background.
  • A flat-lay product shot features five pairs of Fruit of the Loom boys' boxer briefs arranged in two rows against a light grey background.
  • A flat-lay product photo displays six pairs of girls' bikini-style cotton underwear arranged in two rows of three against a solid gray background.
  • A flat-lay product shot displays ten pairs of Fruit of the Loom boys' boxer briefs arranged in three staggered rows.
  • Two identical stacks of men's boxer briefs are arranged in cascading diagonal columns against a plain grey background.
  • A pack of five men's Fruit of the Loom boxer briefs are displayed in two rows against a neutral grey background.
  • A flat-lay product shot displays six pairs of women's hipster-style cotton panties arranged in two neat rows of three against a light grey background.
  • A product display features four identical horizontal rows of women's hipster-style cotton underwear arranged in a neat grid.
  • A pack of five girls' scoop-neck tank tops is arranged in a diagonal stack against a neutral grey background.
  • A vertical product shot showcases three staggered rows of Fruit of the Loom girls' boy-cut underwear in shades of pink, light blue, and navy.
  • A studio product shot features four pairs of Fruit of the Loom hi-cut panties arranged in two rows of two against a light gray background.
  • A studio product shot features four girls' sports bras arranged in a two-by-two grid against a plain light gray background.
  • Four pairs of Fruit of the Loom high-cut briefs are displayed in two rows against a neutral light gray background.
  • A studio product shot features six pairs of Fruit of the Loom women's bikini-style underwear arranged in two neat rows against a plain light gray background.
  • Four pairs of high-waisted slip shorts are layered diagonally against a plain grey background, showcasing their thin, seamless fabric.
  • A studio product shot features six pairs of women's seamless high-waist briefs arranged in two horizontal rows against a light grey background.
  • A studio product shot featuring six pairs of identical plain white women's high-waisted briefs.
  • A plus-size woman smiles while modeling a heather grey, long-sleeved thermal union suit against a plain light grey background.
  • A trio of Fruit of the Loom brand bikini-style underwear for girls are displayed in a tiered vertical arrangement against a plain light gray background.
  • A set of three seamless boy-short style panties are layered diagonally against a neutral grey background.
  • A pair of wireless triangle-cup bralettes are displayed vertically against a light background, featuring one in solid black and one in a dusty rose pink.
  • A pair of seamless bralettes in black and pale blush pink are presented against a neutral grey background.
  • A full-length studio shot features a young boy with dark hair smiling warmly while wearing a navy blue waffle-knit bathrobe.
  • Brand image
  • A vibrant hot pink waffle-knit bathrobe is the focal point of this full-length studio shot, modeled by a smiling young girl with long dark hair.
  • A young boy with curly brown hair stands smiling in a studio portrait against a plain white background.
  • A young child with shoulder-length brown hair and bangs smiles gently in a full-body studio portrait against a light gray background.
  • A flat-lay product shot displays a four-piece boy's pajama set against a neutral grey background.
  • A children's two-piece pajama or loungewear set is displayed in a solid seafoam green color.
  • Brand image
  • A full-body studio photograph of a young boy standing with a slight smile against a light gray background.
  • A medium close-up of a woman with freckled skin and a slicked-back ponytail looking off to her right.
  • A woman with freckles and dark hair pulled back looks slightly away from the camera while wearing a vibrant red, wireless bralette.
  • A close-up studio photograph focuses on the back and profile of a woman with her dark hair tied in a low ponytail.
  • A woman with freckles and her hair pulled back into a ponytail looks slightly away from the camera in a side-profile studio shot.
  • A bright red triangle bralette is suspended from a black plastic retail hanger.
  • A square swatch of deep, midnight navy blue fabric.
  • A flat-lay product shot displays six pairs of Fruit of the Loom boxer briefs organized into two horizontal rows.
  • A smiling, athletic Black man is shown from the waist up, modeling a pair of maroon boxer briefs.
  • A close-up studio shot captures a man from the torso to the mid-thigh wearing maroon Fruit of the Loom boxer briefs.
  • A close-up studio shot from behind shows a person with a deep skin tone wearing burgundy Fruit of the Loom boxer briefs.
  • A side-profile product shot shows a person with brown skin wearing dark red Fruit of the Loom boxer briefs.
  • A vertical product shot shows a clear 6-pack of Fruit of the Loom Men's Boxer Briefs.
  • Four pairs of women's anti-chafing slip shorts are arranged in a diagonal stack.
  • A cheerful Black woman with voluminous curly hair smiles as she playfully twirls a lock of hair with one hand.
  • A close-up product photo features a person with medium-to-deep skin tone wearing black high-waisted shapewear shorts and a matching black bra.
  • Brand image
  • A close-up studio shot highlights the midsection and upper thighs of a person with deep skin wearing black high-waisted shapewear shorts and a matching bra.
  • A product studio shot features six pairs of women's hi-cut cotton underwear arranged in two neat rows against a solid light gray background.
  • A studio product shot features three pairs of Fruit of the Loom men's boxer briefs staggered diagonally.
  • A flat-lay studio product shot features six pairs of men's boxer briefs arranged in two tidy rows of three against a light gray background.
  • A flat-lay studio product shot of six pairs of high-waisted cotton briefs arranged in two staggered rows of three against a light grey background.
  • A pack of five men's boxer briefs is displayed against a light grey background, featuring various colors and patterns.
  • A flat-lay product shot displays six pairs of women's seamless hipster-style panties arranged in two horizontal rows.
  • A studio product shot features six pairs of women's seamless hi-cut briefs arranged in two tidy rows of three against a light gray background.
  • Four pairs of men's boxer briefs are displayed in a tiered, diagonal stack against a neutral gray background.
  • A studio product shot features six pairs of Fruit of the Loom boy-cut underwear arranged in two rows of three.
  • A flat-lay product shot displays six pairs of women's hi-cut briefs arranged in two rows of three.
  • A studio product shot features six pairs of women's hi-cut briefs arranged in two horizontal rows against a light grey background.
  • A minimalist product shot featuring eight pairs of white Fruit of the Loom briefs arranged in two identical rows of four.
  • A studio product shot features six pairs of high-cut, seamless hi-cut briefs arranged in two tidy rows of three.
  • A studio product shot displays ten pairs of men's boxer briefs arranged in two identical rows of five.
  • A six-pack of men's boxer briefs is arranged in two horizontal rows against a light gray background.

Download Fruit of the Loom’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Fruit of the Loom’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 152 images and the logos. The font files belong to Fruit of the Loom, Inc, so they’re left out.

Download the Brand SkillZIP, 5.2 MB

fruit-of-the-loom-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ imagery-campaigns.md

│ ├ imagery-lifestyle.md

│ └ imagery-products.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from fruit.com on 3 Nov 2026. It isn’t Fruit of the Loom’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Fruit of the Loom and its logos are trademarks of Fruit of the Loom, Inc. Rainbrand isn’t affiliated with or endorsed by Fruit of the Loom, Inc.

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