Driscoll’s announces a global unification of brand strategy and design
For the first time in the company’s 100-year history, Driscoll’s announces a global unification of its brand strategy and design. The brand differentiating approach is inspired by a multi-year journey uncovering strong emotional links to fresh berries unmatched by any of today’s most popular fruits or veggies. From Shanghai, China to Melbourne, Australia and all the way to Europe and the U.S., consumer research validates that fresh berries consistently have the strongest positive emotional associations to summertime and summer picnics, childhood and happy memories, when compared to other popular produce. As a leader for fresh berries, Driscoll’s is recognized as the most well-known fresh berry brand that consistently grows great tasting berries, and this new differentiating approach will further elevate the brand’s equity to capture the emotional benefit consistently experienced from eating fresh berries.
Driscoll’s new brand design was inspired by the berries themselves as colorful pop icons of the natural world. The individual colors and shapes of strawberries, blueberries, raspberries and blackberries are captured in a fresh colorful pallet and an expressive typography. While the design approach is updated and modern, it will still be familiar to loyal berry consumers as it maintains the foundational equity colors of green and yellow, and retains the brand tag, Only the Finest Berries™, which speaks to the superior flavor that has earned the brand credibility and trust with consumers. The updated Driscoll’s brand logo reflects a personalized handwritten stylistic approach. An iconic Driscoll’s Dot was designed to sit atop of the “i” and will symbolize many things over time. While the Driscoll’s Dot can take on the color of each berry, the main dot is red, to reflect that strawberries are where Driscoll’s got their start.