SHANGHAI, November 14, 2016 – Driscoll’s, the global leader for fresh strawberries and other berries, held a press event in Shanghai on November 10th, 2016. Hoping to provide its Chinese consumers with only the finest offerings, Driscoll’s announced its refreshed brand identity created by Labbrand, including the Chinese brand name, signature, website and a new visual identity guideline.
Established in 1904 by the Reiter and Driscoll families, Driscoll’s stands as a testament to a century-long commitment to delivering the freshest and finest berries globally. Headquartered in Watsonville, California, USA, and with a workforce exceeding 40,000 people, the family-owned company is dedicated to the development, growth, and harvesting of conventionally grown and organic strawberries, raspberries, blackberries, and blueberries. Beyond its American roots, Driscoll’s expanded its cultivation to Yunnan, China, in late 2013, reinforcing its dedication to providing quality berries to customers worldwide. Explore the rich brand identity that has fueled Driscoll’s legacy of excellence for over a century.
Labbrand, the leading China-originated global brand consultancy, worked closely with Driscoll’s to help it create a refreshing brand identity tailored for China. Supported by market insights, Labbrand created the Chinese brand name 怡颗莓 [yí kē méi], bilingual signature, China website as well as a comprehensive visual identity guideline. The lively and playful new identity brings Driscoll’s brand image to life in front of its Chinese audience.
The Chinese brand name 怡颗莓 [yí kē méi], implying “enjoy juicy berries with great joy”, is interesting and unique. Reading very similar to 一颗莓 [yī kē méi] (a berry), the colloquial name is playful and easy to read and remember. With loose phonetic link to the English name, the Chinese brand name is perfectly aligned with Driscoll’s brand personality and tonality. 怡颗莓 [yí kē méi], among other name candidates, was tested through thorough Linguistic Check, Smart Legal Check as well as consumer focus groups to ensure good performance in all aspects.
Driscoll’s bilingual brand signature and visual identity guideline were subsequently developed. The Chinese wordmark has been specifically designed to express the same simplicity and joyful quality of the English logotype, also bringing a casual and delightful impression.
In collaboration with Labbrand’s digital transformation agency, MADJOR, Driscoll’s embarked on a digital journey to enhance its brand identity in the Chinese market. MADJOR spearheaded the design and development of Driscoll’s China website, strategically applying UI/UX principles to create a platform that seamlessly aligns with the global website. Through a well-defined content structure, the website not only caters to the habits and needs of Chinese consumers but also accentuates the unique attributes that differentiate the Driscoll’s brand. Explore how this digital transformation is shaping Driscoll’s brand identity in the dynamic Chinese landscape.
“Thanks to our collaboration with Labbrand, we were able to adapt the new Driscoll’s Global Image to the Chinese market. Now our Chinese consumers not only can read our Chinese name, but also understand the brand essence and attributes that make our berries so special,” remarked Jae Chun, Managing Director of Driscoll’s China.
On November 10, 2016, Labbrand was invited to Driscoll’s themed press event at The Living Room by Octave in Shanghai. Driscoll’s’ new Chinese name, visual identity system as well as upcoming products were announced during the event, which comprises creative displays, tasting sessions, inspirational talks and yoga classes. Many lifestyle media outlets and opinion leaders attended the event.
As the leading China-originated global brand consultancy, we help brands create, grow, and disrupt to be strong and resilient in dynamic markets. We are multi-cultural in approach and cross-disciplinary in research, strategy, naming and design. Together this gives us the foresight and ability to build brand equity.
Driscoll’s is a privately held company that sells fresh strawberries and other berries. Its headquarters is in Watsonville, California, USA and it has been family-owned for over 100 years, the Reiter and Driscoll families begin growing strawberries in California in the late 1800s. As of 2016, more than 40,000 people globally are involved in developing, growing and harvesting both conventionally grown and organic strawberries, raspberries, blackberries and blueberries for the company.
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