The project consisted of taking a brand and creating a comprehensive branding strategy and product innovation system. Taking it from beyond its current strategy, and expanding touchpoints. The chosen company was Sunkist Growers, a co-op of small citrus farms that distributes and markets produce and various products derived from the citrus produce.
This rebrand of Sunkist sought to emphasize the brand's status of a co-op of small family-owned farms while centering the high quality of its produce and how it can be translated into various products. This ranged from an app where users can track where their produce is sourced from, as well as juice and alcohol lines.
The end goal of this project - creating a comprehensive new strategy for Sunkist that still retained the same energy and similar language as the original branding - was successful in how it educated users that Sunkist was not a large faceless corporation. It communicated the faces of the small farms that supply Sunkist's produce, as well as expanding the product range in a humanistic and authentic way.