Fruit & Vegetable Magazine

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B.C. Tree Fruits unveils new look

November 16, 2010  By B.C. Tree Fruits


bctreelogoNovember 10, 2010,
Kelowna, BC – B.C. Tree Fruits has launched a new brand identity for its
packaging and marketing materials, reflecting the brand’s core values of
quality and taste.

November 10, 2010,
Kelowna, BC – B.C. Tree Fruits has launched a new brand identity for its
packaging and marketing materials, reflecting the brand’s core values of
quality and taste.

New packaging will be
rolled out in supermarket produce aisles from mid-November, with a redesigned www.BCTree.com
website.

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The new look involves
both a refresh of the distinctive BC Leaf logo, as well as supporting imagery
and colour palettes. The logo now reads “BC Tree Fruits” instead of “B.C.
Brand” to make more obvious to consumers what the BC Leaf stands for. The
updated logo also features a modified font and the tag line “Way More Than
Delicious.”

In a collaboration with
the B.C. Orchard Museum in Kelowna, the new look uses heritage images from
their collection, illustrating the long standing importance of the fruit
growing industry to the region's history, while complementing the colour
palette of modern, organic hues. These designs, created by North Vancouver
agency BRANDFX, create a warm and authentic feeling that speaks to the high
quality of the product and the values of the company.

“Since 1936, we’ve been
marketing B.C. fruit on behalf of the 800 growers and their families that make
up our co-op,” said Adrian Abbott, director of marketing & industry
relations at B.C. Tree Fruits. “The new look of the B.C. Tree Fruits brand
truly reflects this history, the premium nature of our apples compared to
others in the marketplace, and the values of our company.”

The impetus for the
redesign was prompted by research that revealed that, while many consumers
recognized the BC Leaf logo, they thought it merely represented the geographic
origin of the fruit rather than a brand in itself.


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