As the largest stone fruit grower in North America with over 150 years dedicated to the agricultural industry, it was time for Prima® Wawona to bring their brand into the modern age. Their refreshed identity and brand positioning honors the company’s past while also celebrating their bright and exciting future of growing fresh, juicy, and tasty fruits for generations to come.
A strategic framework was leveraged to establish the company’s ‘Brand Expression’, which served as the foundation for all creative development. Analyzing category competitors, industry trends, and target audience psychographics assisted in generating an ownable positioning for the brand. Refreshing Prima’s primary wordmark was the point of entry for a complete brand transformation.
Prima’s brand logo is an evolution of their previous mark to retain recognition among loyal consumers, retail customers, and industry affiliates. Modified letterforms of the original wordmark improve legibility, and the addition of a few natural details further connects the logo with characteristics of stone fruits. Revitalizing Prima’s classic colors modernizes the palette and also portrays each unique commodity.
To begin developing an integrated brand experience that translated seamlessly across all consumer touchpoints, packaging redesign objectives were centered on increasing shelf presence and brand recognition at retail. The incorporation of a QR code drove traffic to the brand’s website, providing consumers with easy accesss to information about stone fruit and recipes on how to use.
The new packaging design accommodated each of Prima’s unique conventional and organic stone fruit commodities while maintaining consistency across the family of products. Additional brand extensions included merchandising displays & signage, sales & marketing materials, presentation & pitch deck designs, and informational brochures.
Prima’s limited digital presence presented the opportunity to grow a larger online following, increase brand awareness, and cultivate consumer engagement. To best connect with the brand’s target audience, Instagram & TikTok were the primary platforms of focus. Immediate initiatives involved content creation, planning & scheduling, community engagement, and performance tracking.
In-Feed Posts, Stories and Reels highlighted Prima stone fruits in use, recipes, educational content around the growing season, and behind-the-scenes operations. Content themes adapted throughout the year in order to keep the brand top of mind during peak season and continuing through the off-season when stone fruits are not readily available.
The Prima® Peach Challenge was a promotional campaign designed to boost brand engagement and build a larger brand community. The contest launched annually on Instagram & TikTok at the peak of stone fruit season and encouraged people to submit photos and videos enjoying fresh peaches using #PrimaPeachChallenge
Sponsored advertisements and paid influencer partnerships were strategically implemented to reach the most people likely to engage with the contest and inspire user generated content. Campaign messaging and ad placements were optimized for short-form videos, while early-stage performance metrics also informed numbers of impressions, reach, and engagement rate. Ad spend allocations were adjusted as necessary through Ad Management Systems to achieve the best performance rate possible throughout the duration of the contest.
Contest entries began to build under #PrimaPeachChallenge and captured the many ways to enjoy fresh peaches throughout the summer months. In the first year, Prima’s Instagram account grew at an average rate of 6+ Followers per day, Reel Interactions experienced organic (unsponsored) growth by +6,740%, and Engagement Rates on TikTok also increased over 100% across all areas (Video Views, Profile Views, Likes & Comments).
Creative Direction, Strategy Development, Social Media Management & Content Creation, Design, Product Photography, Food Styling, Copywriting
Created while employed at BrandFirst Creative Agency. Rights to this design are owned by Prima® Wawona. The artwork featured in this portfolio is for personal use only and is not intended to promote any product, brand, or service, or infringe on trademarks and copyrights.