In collaboration with AGR Food Marketing agency we have developed the naming, branding and packaging for a new fruit brand targeted at the domestic market. 

Project:

They grow pears, khakis and saturn peaches.

Naming:

GINETA (genet): Referencing the existing fauna from where these fruits are grown, an area between La Vall de Albaida and the La Costera region in Valencia. A genet is a viverrid mammal of some 45 cm long (without the tail), with a slim body, a long snout and white fur on the throat, yellow – brown on the body and black and white rings on the tail.

Identity and packaging:

A very common resource when choosing an animal’s name for brand naming is to use the animal’s drawing as a graphic element. In this case, in order to avoid the animal’s shape but still use it, we paid attention to a very special characteristic: the shapes on its tail fur and we created a pattern we have used in the different project pieces. For the brand design, a bold, graceful, dynamic font (like the genet) has been used. These same resources have been employed in the packaging, where we have also been in charge of the production.

Credits:

Year: 2016

Client: Vallcostera, AGR! Food Marketing

Sector: Food

Photography: David M. Cordón

Category: Naming, Identity, Packaging

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