Family Tree Farms’ new modernized brand preserves the heart and soul of its family roots while introducing a contemporary, consumer-focused story of its fruit.
This positioning brings increased energy to the brand and creates a presence that spotlights its blueberry and stone fruit varieties. This branding was an opportunity to draw attention to its flavor profiles and products.
Family Tree Farms says this brand refresh is designed to communicate flavor in a bold way.
“This brand refresh is an opportunity to tell our story and our family commitment to provide flavorful fruit. By having these products in eye-catching packaging and graphics, we can communicate flavor in a bold way,” said co-owner David Jackson.
Family Tree Farms engaged strategic design agency Freshmade to launch its new brand identity, packaging and website. “In the aisle, Family Tree Farms’ new packaging invites consumers to experience the flavor of its signature varieties. We have developed a brand architecture that provides flexibility to showcase specialty products while building equity in the brand,” said David Edmundson, founding partner and creative director at Freshmade.
Left to right: before and after the brand refresh.
The custom wordmark is distinctive and impactful, elevating quality perceptions and building equity across the portfolio. The color-coded system creates better visibility and consistency so consumers can find Family Tree Farms in the aisle. The new website serves as a resource for consumers to learn more about Family Tree Farms’ varieties and distinct flavor profiles.
“Designing packaging that created a disruption was imperative to this refresh. Commoditizing produce doesn’t lead the consumer to make an emotional connection with a brand; a unique personality does. We feel the new brand aesthetic best reflects who we are today and the quality our consumers expect,” said Nicole Sandoval, marketing manager.
“Our desire is that consumers would recognize the brand of Family Tree Farms at shelf and that it would deliver on quality and flavor every time. We love to farm and bring unique taste experiences in fruit all across the produce aisle from berries to tree fruit. We are thrilled to launch our new brand refresh,” says co-owner Andy Muxlow.