- Project Services
- Strategy and Tagline
- Branding and Design
- Packaging Design
- Social Media
- Photography
- Advertising
Locally grown. Widely known.
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.
The origins of a deeply rooted brand.
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 and 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.
We shot grower portraits and related photography for our campaigns for BC Tree fruits on location in the Okanagan.
We produced a series of four recipe videos to promote BC Tree Fruits Apple Month, which collectively had over 85,000 views on the BC Tree Fruits Facebook page.
We also produced 15-second TV, pre-roll and radio around fall harvest and select fruits.
The touchpoints created to promote BC Tree Fruits extended into retail environments with fun point-of-sale materials.