Calavo Growers Inc

Brand Strategy,
Creative Direction,
Design, Copywriting,
& Illustration

Credits

Bob Nenninger
& Jay Gaylen

Calavo began in 1924 as “the first name in avocados” when they introduced this popular fruit to the nation. Today it has become a global leader of quality produce, including tomatoes, Hawaiian papayas, and fresh guacamole.

The Findings

The Calavo brand had suffered over the years as they competed in the price-based commodities market for produce. Some small competitors were out-maneuvering and having success against them.

Our Solution

Our approach was to start at the top. We began with a corporate re-branding exercise to help begin the re-positioning. We launched a campaign in industry publications to tell the story about what made Calavo special.

Within Calavo there were other divisions and each needed it’s own unique brand-positioning for it’s target audience.

Fresh Retail
Ripening
Food Service
Diversified Produce

Each of these divisions had a unique audience and marketing goals and likewise we developed a targeted approach for each while keeping them all visually in the Calavo family brand.