Fresh Produce Trends: Driscoll's New Look Plays Up Berry Patch Appeal
Berry provider Driscoll’s is rolling out a new logo and label design that will hit produce departments in the next few weeks.
“In nearly two years of consumer research, we learned our customers count on us for growing delightful strawberries, raspberries, blueberries and blackberries,” noted Douglas Ronan, VP of marketing at Watsonville, Calif.-based Driscoll’s. “We determined there is an opportunity to unify all of the berries in a stylized way across all sales platforms.”
The revamped brand identity will be featured in various brand communications, including labels on individual clamshells, trays used to ship the clamshells, and signage at the company’s headquarters. According to Ronan, the rebranding will consolidate and bolster the appearance of Driscoll’s destination Berry Patch displays in retail stores.
To accomplish this task, the company recruited San Francisco-based branding and packaging design firm Michael Osborne Design “Their existing label was definitely recognizable, but it was time to enhance the brand image without losing the equity the company had built over its 100-year history,” explained Michael Osborne, who, along with his team, retained key brand and label design touch points, including the familiar triangle-shaped label and yellow and green background colors, while reworking messaging in a hierarchical fashion on the labels. The retooled label also features an illustration of a farmer in a field of berries and a bountiful batch of berries overflowing from a basket.
Ronan said the evolution of the new look is in keeping with Driscoll’s established brand presence in the produce industry. “Our heritage is in strawberries. Now, by using all four berries on our package, we are reinforcing our leadership position in fresh berries while highlighting the special efforts of our farmers,” he said. Simultaneously, the visual cue drives home Driscoll’s updated brand promise of providing “Only the Finest Berries,” as well as conveying the premium quality of the fruit.
“Today's sales environment is often cluttered with fractured shopping patterns across all consumer targets,” added Osborne. “This new label is terrific for the retailer, since it reinforces the brand. By featuring all four berries used on the label, we expect to spur additional purchases.”