Relationship
BC Tree Fruits Limited is the marketing and distribution arm of the Okanagan Tree Fruit Cooperative, over 800 growers primarily in British Columbia's Okanagan Valley. This region produces 98% of the province's apple crop, and a significant portion of other orchard crops such as cherries, apricots, peaches and pears.
Demonstrated strengths in the produce sector led BC Tree Fruits to choose BRANDFX as the vehicle to drive their brand to a new level. The immediate challenge was to convert the perceived regional identity to a fully fledged brand identity.
Approach
The first step was updating the logo and adding a positioning line to more strongly define the familiar look as a corporate entity.
The company’s long history in the Okanagan fruit-belt region became the basis for the visual identity that initially rolled out to the packaging and website design. Archival images from the company's and region's past are featured on the website, packaging and POP materials.
