This seventy-year-old family farming operation, Fowler Packing Company, had grown to become one of the largest mandarin grower-packers supplying product to the Wonderful Co. under the Halos brand. When they announced the end of their relationship, we received a desperate call from FPC saying it needed to launch a new mandarin brand. And we needed to do it fast!
Together with Fowler Packing, our creative team quickly brainstormed everything from name ideas to color palettes. A dozen logos and several pounds of mandarins later, the client decided on Peelz. The smile humanizes the brand and warmly invites consumers to choose this brand of well-known fruit. The design direction opens the door to playful and purposeful elements, including developing a voice for the brand.
Once the logo was selected and fine-tuned, we immediately began the packaging process. Our design team examined the competition and looked at packaging opportunities from every angle. How would the bags look in a produce section? What can we do to make Peelz stand out? We took our new logo and applied it to the crucial elements: boxes and bags.
When you’re up against the cream of the mandarin crop, it’s important to introduce your new brand in a way that’s memorable, with a booth space that’s interactive and fun. For Produce Marketing Association’s largest trade show, we designed a putting green with custom Peelz golf balls as swag.
