When Paramount Citrus, a major California-based citrus grower, left their position as Sunkist’s largest grower, they needed a fresh retail identity for their sweet brand in a crowded marketplace. CoreBrand’s Los Angeles office developed a simple but vibrant orange, yellow and green logo that emphasized the company’s oranges and lemons on packaging and point of sale.

Situation

Paramount Citrus is a California-based citrus grower, shipping up to 300,000 tons of fruit annually throughout North America and the Pacific Rim. For many years Paramount was the largest member of the Sunkist Growers marketing cooperative, and the produce from their orchards went to market with the Sunkist label.

In 2006 they decided to leave the cooperative and market their “fancy fruit” varieties under their own Paramount Citrus brand. Paramount Citrus needed a striking retail identity that appealed to retailers as well as consumers, but more importantly, one that helped them define and hold their own place in the citrus industry.

Solution

We knew that the new Paramount Citrus brand would have to work hard in an already crowded marketplace, and would be reproduced on materials as diverse as shipping cartons and fruit stickers. CoreBrand’s Los Angeles office developed a logo that emphasized the fruit’s freshness with elements taken from the orchard: trees, leaves and sun. The logo’s bold, bright shapes read clearly in small sizes on fruit stickers, as well as on packaging and point of sale, where it is supported by a distinctive visual system.

The simple orange, yellow and green color palette reinforces the natural freshness of the produce while close-up images of Paramount employees enjoying and reacting to the flavor of the different fruits (sweet oranges, tart lemons) establishes a clear but light-hearted link to the consumer experience.