Driscoll introduces new logo and label for all berry varieties
by | August 09, 2010
Driscoll Strawberry Associates Inc., a leading provider of fresh berries based
in Watsonville, CA,
unveiled a new logo and label design that will be used throughout all areas of
sales and marketing.
The new look will begin to hit the U.S. market within the next few weeks.
"Driscoll's grows only the finest berries," Douglas Ronan, vice president of
marketing at Driscoll, said in an Aug. 5 press release. "In nearly two years of
consumer research, we learned our customers count on us for growing
delightful strawberries, raspberries, blueberries and blackberries. We
determined there is an opportunity to unify all of the berries in a stylized way
across all sales platforms."
The new brand identity will be incorporated in various brand communications
from labels on individual clamshells to the trays used to ship the clamshells
to signage at the company's headquarters. Mr. Ronan also noted that the new
brand identity will unify and strengthen the look of Driscoll's destination
Berry Patch displays in retail stores.
The company tapped San Francisco-based Michael Osborne Design for the
"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," Mr. Osborne said in the press release.
Mr. Osborne and his team retained key brand and label design touch points,
such as the familiar triangle shaped label, and the vibrant yellow and green
background colors, while restructuring messaging in a hierarchical fashion on
the labels. The new label also incorporates an illustration of a farmer in a
field of berries and most important, berries overflowing in a basket.
"This is the evolution of this brand," Mr. Ronan added in the press release.
"The 'Driscoll's' brand is one of the most recognized brands 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."
The new label and brand mark communicate the premium quality of Driscoll's
"Today's sales environment is often cluttered with fractured shopping
patterns across all consumer targets," Mr. Osborne added. "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."
"Our research has helped identify a customer who demands premium quality
- in flavor, color and appearance. With more families and individuals adding
berries to their diets, we want to refresh the look of the 'Driscoll's' brand," Mr.