New look reflects premium quality and taste of apples bearing the distinctive BC Leaf sticker
British Columbia’s largest marketer of apples, B.C. Tree Fruits, has launched a refreshed brand identity for its packaging and marketing materials, reflecting the brand’s core values of quality and taste. New packaging will be rolled out in supermarket produce aisles from mid-November, with a redesigned www.BCTree.com website launching November 9.
The new look involves both a refresh of the distinctive BC Leaf logo, as well as supporting imagery and colour palettes. The logo now reads “BC Tree Fruits” instead of “B.C. Brand” to make more obvious to consumers what the BC Leaf stands for. The updated logo also features a modified font and the tag line “Way More Than Delicious.”
In a collaboration with the B.C. Orchard Museum in Kelowna, the new look uses heritage images from their collection, illustrating the long standing importance of the fruit growing industry to the region’s history, while complementing the colour palette of modern, organic hues. These designs, created by North Vancouver agency BRANDFX, create a warm and authentic feeling that speaks to the high quality of the product and the values of the company.
“Since 1936, we’ve been marketing B.C. fruit on behalf of the 800 growers and their families that make up our co-op,” said Adrian Abbott, Director of Marketing & Industry Relations at B.C. Tree Fruits. “The new look of the B.C. Tree Fruits brand truly reflects this history, the premium nature of our apples compared to others in the marketplace, and the values of our company.”
The impetus for the redesign was prompted by research which revealed that while many consumers recognized the BC Leaf logo, they thought that it merely represented the geographic origin of the fruit, rather than a brand in itself. What makes apples bearing the BC Leaf sticker different from their competitors is that they have undergone B.C. Tree Fruits strict quality control and grading to make sure that they are reliably of the highest standards. It starts out in the Okanagan orchards of the 800 growers, with standards for planting, pruning, fertilizing and picking, and continues through to the packinghouse with Food Safe handling procedures. B.C. Tree Fruits apples are the best and most reliable local apples that consumers can buy at their neighbourhood supermarkets. The new look strives to more powerfully and effectively convey the same core message – B.C. Tree Fruits apples equal quality, taste and customer confidence.
About B.C. Tree Fruits
In addition to being one of the largest apple shippers in North America, B.C. Tree Fruits markets many other fresh tree fruits including pears, cherries, apricots, peaches, prune plums and nectarines. The organization also markets and distributes other B.C.-grown fruit including table grapes and blueberries.
B.C. Tree Fruits’ head office is based in Kelowna, British Columbia. The organization also operates with an additional sales office in Toronto, Ontario, and has established international representatives to assist in exporting B.C.’s quality produce to countries around the world.
