In 2009, it was clear that BC Tree Fruits had to evolve out of the realm of commodity to that of a bona fide brand with an important story to tell. Now what do people think about where their fruit is from? Well, thanks to cohesive branding, a more unified voice and over 400 dedicated local growers, if it’s fruit from BC Tree Fruits, plenty.
BC Tree Fruits Limited is responsible for the marketing and distribution of fresh tree fruits grown by over 400 grower families in British Columbia’s Okanagan Valley. As the largest apple exporting company in Canada, the BC Tree Fruits “leaf” logo had excellent recall. However, many consumers failed to realize that it was an actual organization and not just a place of origin.
Tasked with evolving their brand, we worked with BC Tree Fruits for eight years between 2009-2017. Originally sold under the name BC Brand, we updated their logo, recommended a name change to BC Tree Fruits and introduced the tagline, Way More Than Delicious®. This set the stage for a deeper brand story to be told, encompassing local heritage, innovation, standards, product variety and grower pride, across all platforms.