HARVEST VALLEY FRUIT JUICES -...
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HARVEST VALLEY FRUIT JUICES New Category Brand for GFS Line of Premium Juices Gordon Food Service, North America's largest family-owned broadline foodservice distributor, partnered with RGI to realign all of their existing foodservice dispensed and ready-to-drink juice lines under one brand name. RGI worked with GFS to analyze their position within the market. We conducted a knowledge audit to gain marketplace perspective and find areas of opportunity for the new juice platform. Through this process, RGI developed a more actionable profile of GFS and its target consumers. After thorough research, RGI’s marketing experts crafted a brand name that would best mirror our research. The Harvest Valley™ look was ultimately approved because it utilizes a wood-cut fruit stand to communicate premium freshness and quality and is supported by bright, colorful designs, wood textures and fresh fruit photography. RGI then created the brand position and brand essence. After further testing to verify the brand position, RGI developed the brandmark and packaging. The Harvest Valley juice line includes packaging for more than 80 skus (labels, shipping cartons, dispensing machine graphics). RGI created the brand identity, designed the packaging and aided GFS’ internal design team with trade show booth concepts. RGI also developed a brand standards manual for the new brand’s equity elements. Market Results Collectively, the Harvest Valley juice line has seen double-digit growth after being launched under the new brand, and the line has since seen expansion with new flavors and pack sizes. Client Project Goals: • Consolidate multiple products into one product line • Develop a brand with concise messaging • Brand must be versatile and function in restaurant kitchens and on shelf • Brand requires a strong shelf presence to occupy multiple distribution channels as part of a new positioning platform • New Brand must communicate freshness and premium quality • Brand should include a color-coding system for reference RGI | Reliable Graphic Innovation Case Study 32661 PG 1/1 www.rgidesign.com 2245 Gilbert Avenue, Cincinnati, OH 45206 513.221.2121 513.221.5544 ©2017 RGI
Transcript of HARVEST VALLEY FRUIT JUICES -...
HARVEST VALLEY FRUIT JUICESNew Category Brand for GFS Line of Premium Juices
Gordon Food Service, North America's largest family-owned broadline foodservicedistributor, partnered with RGI to realign all of their existing foodservice dispensedand ready-to-drink juice lines under one brand name.
RGI worked with GFS to analyze their position within the market. We conducted aknowledge audit to gain marketplace perspective and find areas of opportunity forthe new juice platform. Through this process, RGI developed a more actionable profileof GFS and its target consumers.
After thorough research, RGI’s marketing experts crafted a brand name that wouldbest mirror our research. The Harvest Valley™ look was ultimately approved becauseit utilizes a wood-cut fruit stand to communicate premium freshness and quality andis supported by bright, colorful designs, wood textures and fresh fruit photography.RGI then created the brand position and brand essence. After further testing to verifythe brand position, RGI developed the brandmark and packaging.
The Harvest Valley juice line includes packaging for more than 80 skus (labels, shippingcartons, dispensing machine graphics). RGI created the brand identity, designed thepackaging and aided GFS’ internal design team with trade show booth concepts.RGI also developed a brand standards manual for the new brand’s equity elements.
Market ResultsCollectively, the Harvest Valley juice line has seen double-digit growth after beinglaunched under the new brand, and the line has since seen expansion with new flavorsand pack sizes.
Client Project Goals:
• Consolidate multiple products into one product line
• Develop a brand with concise messaging
• Brand must be versatile and function in restaurant kitchens and on shelf
• Brand requires a strong shelf presence to occupy multiple distribution channels as part of a new positioning platform
• New Brand must communicate freshness and premium quality
• Brand should include a color-coding system for reference
RGI | Reliable Graphic Innovation
Case Study 32661
PG 1/1www.rgidesign.com 2245 Gilbert Avenue, Cincinnati, OH 45206 513.221.2121 513.221.5544
©2017 RGI
