Driscoll’s Brand Localization

Driscoll’s Brand Localization Overview

Labbrand helped Driscoll’s, the leading fresh berry brand from North America, create a refreshing brand identity tailored for China by creating its Chinese brand name and Chinese website.

Founded in 1904 by the Reiter and Driscoll families, Driscoll’s is a family-owned company headquartered in Watsonville, California, USA. Driscoll’s is now the leading fresh berry brand in North America, while being present in 40 countries. They offer premium strawberries, blueberries, raspberries and blackberries.

In the midst of a global rebranding process, Driscoll’s decides to take their first steps towards entering Chinese market, aiming to achieve an integrated global evolution.

We worked closely with Driscoll’s to help it create a refreshing brand identity tailored for China.

Driscoll’s

The Challenge of Driscoll’s China Market Entry

The Chinese berries market is already dominated by local fruit stands, where most Chinese people obtain their fruit, as well as international brands sold in International or specialty food stores.

Driscoll’s was in the midst of a global rebranding, which entailed finding a strategic partner that could align the China identity development to their bigger organizational needs.

Our Verbal Solutions

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.

driscoll’s

Our Digital Solutions

Meanwhile, Labbrand’s digital transformation agency, MADJOR, led the design and development of Driscoll’s China website. By defining a clear and diverse content structure and applying strategic UI/UX principles, Driscoll’s China site not only serve as a continuation of its global website, but also will appeal to the habits and needs of the Chinese consumers while reflecting the brand’s differentiating attributes.

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 can not only read our Chinese name, but also understand the brand essence and attributes that make our berries so special.

Jae Chun

VP Driscoll’s Asia Pacific