This project was produced as a semester-long project to rebrand a company in actual need of redesign. I chose to focus on the BC-based grocery chain Fruiticana as the business is expanding and their current branding does not address their target audience, competition, and communications needs. The new brand is intended to retain the properties of being home-grown, community-oriented, and budget-friendly.
For this rebrand I produced a creative brief, a brand standards manual, and designed a number of webpages for the company website which show the brand standards in action.
PROBLEM DEFINITION / NEED
The current brand that comprises Fruiticana has not really been given consideration since the business was established. This company has been around for 20 years and now has a total of 18 stores across B.C. and Alberta, yet its visual language is very undefined. As this chain hopes to continue to expand and remain competitive amongst other grocery stores in the Lower Mainland, a rebrand is necessary.
According to a study conducted by IPG Mediabrands, South-Asian and Chinese Canadians are significantly more brand loyal than the rest of the population; many first generation Canadians purchase brands in Canada that they recognize from their home country. In addition, this audience's adult children are more likely to purchase brands their parents buy (Harris, 2016).
The primary audience is mostly South Asian, community- and family-oriented, and both budget- and health-conscious. The company was founded upon the principle of making South-Asian staples more accessible in B.C., and retaining this market is crucial. Keeping in mind the objective of the company to expand across Canada, it is important to ensure that marketing messages appear in English or French as well as Punjabi.
Fruiticana's history is a rich story that conveys entrepreneurship and a commitment to local communities on the sides of both producers and consumers. The brand should be based off of this balance of both perceived quality and price catering to South Asians and thrifty health-oriented people of all backgrounds. This brand represents a channel through which consumers can achieve the farm-to-table diet that more Canadians are trying and struggling to reconnect with in their busy day-to-day lives.
The brand standards manual pictured above provides the rationale behind the final logo. The wordmark is composed of round edges and curvilinear lines which resemble fruit and convey growth. The brand's bright, yellow-orange colour is associated with fruit, harvest, abundance, optimism, and thriftiness. These elements, combined with other well-defined standards, contribute to a natural, wholesome, and economical look and feel.