It’s a story about love and passion, a journey into the secret garden full of temptations. The fruit in the title is an opening to something forbidden, secret; it’s an element inviting us to a closed circle and referring to Adam and Eve’s biblical story. Also the form of a club enhances the aspect of belonging to the elite, with obviously each one of us wants to belong in! During the journey we are tempted to eat the fruit by snakes present in the brand identification. The main elements of the brand are a series of t-shirts and an illustrated zine. The project is complemented by poems by William Blake, the great master of love poetry, which also touch upon the topics of heaven and hell, sin and virtue. Blake’s poetry is present in all brand materials as well as the illustrated zine.