Portfolio

Identity

Domex Superfresh Growers

Domex Superfresh Growers is one of the largest apple, pear and cherry marketers in the world. The objective of this rebranding project was to help the client discover its identity, visually interpret the new identity and bring it to life. Our brand design process determined that market forces were calling for the company to return to its roots as growers. What emerged was a new name based on the company’s farming origins and its product label history, notably its three primary labels, SuperApple, SuperPear and SuperCherry. We named them “Superfresh Growers” and developed a contemporary, globally sensitive logo unlike any among the competing marketers of the Pacific Northwest fruit industry - a circular symbol of a sprouting seed with a secondary read of an “S” and an “F”.