When you think persimmons, you probably think cookies or bread. However, the Fuyu variety is not for baking… it’s for biting!
Unlike traditional persimmons, the Fuyu variety is crisp and sweet, sort of like biting into an apple but tasting like autumn. To begin this consumer education challenge, we needed a product name. Together with the client, we settled on Simmis. It’s simple, catchy and a palindrome (same spelling backward and forward): a designer’s dream. Most of all, the play on the name persimmon immediately references the product itself while being approachable and memorable.
Like apples, you can bite into them or slice them. We used the directional tagline, “Take a Bite. Share a Slice”, as another way to educate buyers.