Driscoll’s Global Redesign Builds on Joy of Eating Fresh Berries
For years, Driscoll’s sold its fresh berries in clamshells that bore a label in the upper corner with traditional yellow and green colors. The label had the same shape no matter what type of berry and included an image of a famer picking a mélange of berries. The logo appeared in straight, sans-serif font.
Driscoll’s is a privately held company that sells fresh strawberries and other berries. Its headquarters is in Watsonville, Calif., and it has been family-owned for more than 100 years. As the leading provider of fresh and organic berries, Driscoll’s works with more than 40,000 people globally to produce the highest-quality strawberries, raspberries, blackberries and blueberries in the world. Driscoll’s contracts with independent farmers in California, Florida, Mexico and Australia. The company reportedly estimates that it has 34 percent market share of U.S. strawberry sales, 48 percent in organic. Driscoll’s brand name can command as much as a 30 percent price premium over competitors. Now, the company is rebranding to establish a global unification of its brands as it expands worldwide.