A first in the company’s 100-year history, Driscoll’s announced a new emotion driven global strategy that further differentiates the company within the produce industry as a consumer-focused brand. The company conducted consumer research across North America, Europe, Australia and China to uncover a strong positive emotional driver for why people prefer to eat fresh berries compared to other popular fruits and veggies.
This consumer insight allows Driscoll’s to further evolve their brand strategy from a functional fruit to create a stronger emotional connection with happiness. Driscoll’s has become a trusted consumer brand for fresh and delicious berries and now has the opportunity to become a beloved brand. The first phase of bringing Driscoll’s new brand strategy to life includes the roll-out of a cohesive visual brand statement across the world. The new look and feel will include a refreshed logo, and new design elements for packaging, in-store merchandising and all digital and social media touch-points.
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. The brand identity also retains the brand promise “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. The Driscoll’s Dot can take on the color of each berry, but the main dot is red, because strawberries are where Driscoll’s got their start.
“Creating global brand value is key to any company’s future,” says Soren Bjorn, EVP of Driscoll's of the Americas. “When you consistently deliver on a great consumer experience, successful brands build a loyal consumer base willing to pay premium pricing. We’ve seen berry consumption significantly grow over the last five years. Fresh berries continues to lead fresh produce sales as the top selling retail category.* Our passion is to grow great tasting berries and we are one of the few berry companies with a dedicated R&D team focused on breeding proprietary varieties. As the market leader in fresh berries, we are excited to elevate the brand opportunity to further capture the hearts of our berry consumers – such an opportunity is rare and a privilege in the produce industry.”
As part of the brand journey, Driscoll’s undertook a significant investment in global consumer research as part of their internal strategy. The brand journey included mining thousands of consumer stories and uncovering an authentic emotional connection with fresh berry consumption. The most recent U.S. survey of 1,000 men and women further supports the global research findings that more than 85% of people agree - eating berries make them happier when compared to the most popular fruits and veggies of today. The survey findings further demonstrate a direct connection between eating berries and joy. Berries consistently trigger the strongest, most positive, emotional connections, while kale, beets and lettuce are more often associated with functional benefits. Happy memories (79%) and summertime (82%) are also strong positive emotional links associated with berries. Flavor was the biggest reason why people eat berries.
To learn more about the Driscoll’s new visual brand identity system and to access the U.S. survey details, please visit Driscolls.com/ShareTheBerryJoy.
* IRI Scan Data 52 week ending 03/20/16
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