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Brandopus rebrands Grove Fresh as Grove Organic Fruit Company

Brandopus rebrands Grove Fresh as Grove Organic Fruit Company

Posted by: BrandOpus | Date added: Wed 10 Feb 2010

Grove Fresh, owned by Wellness Foods, has rebranded as Grove Organic Fruit Company in a bid to retain and build upon its 60 per cent market share of the £9 million chilled organic juice market. Brandopus, strategic design agency, was tasked with redesigning the brand to increase standout on shelf and deliver the brand’s point of difference in the marketplace.

The new packaging aims to establish a distinctive identity for Grove Organic Fruit Company to clarify its proposition as a high-end organic juice brand, while retaining a visual link to the existing design.

Paul Taylor, creative director, Brandopus says: ‘We wanted to bring to life the idea of a grove of organic fruit, through a confident pack design that is clearly differentiated from its competitors. The new brand identity is illustrated as part of the grove which continues to grow when the packs are merchandised side by side on shelf achieving brand blocking and impact.’

David Patmore, managing director at Grove Organic Fruit Company adds: ‘We are confident that the new packaging will delight our core consumers and re-engage lapsed consumers with the brand. Brandopus has utilised the existing brand equities and strengthened them by integrating them in the design, which will, in turn, enable us to increase sales.’
 

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