Seeking to enhance its retail presence, Oregon Fruit Products partnered with Murray Brand Communications to design new packaging that would more effectively brand block competing products on shelf, support a higher price point and convey a message of simple goodness.
“To accomplish this, Murray Brand designers took a back-to-the-future approach in which stylized ‘fruit crate art’ illustrations were staged on an expanded version of the familiar black background found in the brand’s existing packaging. This ensured loyal consumers continued to recognize Oregon Fruit’s products while at the same time capturing the attention of shoppers less familiar with the brand.
To complete the design of this 15 SKUs system, a heritage statement and trust mark were staged with the image of a honey bee and a newly designed word-mark to communicate simple, fresh and delicious for more than 75 years.”
