Del Monte Rebrand Campaign
Project Type | Identity, Multimedia Campaign
Deliverables | Brand Identity, Identity System, Ephemera & Annual Report
Overview
Del Monte is a North American food production and distribution company. Their purpose and idea is “Cultivating Quality” which means growing the best quality vegetables and fruits that provide taste and nutrition to help you and your family lead your best lives. Their products mostly include fresh fruit as well as some pre-cut and pre-packaged items.
Problem
Though Del Monte is one of the largest food production and distribution companies for fresh fruit in the world, their branding makes them seem outdated and misses the opportunity to advertise the eco-friendly decisions they make behind the scenes. Current collateral seems a bit outdated and needs to be modernized in order to open up more opportunities in other categories. Existing website talks about initiatives taken on by the company to be more sustainable and responsible for the Earth’s care. This needs to be more prominent in their products and advertising.
Solution
The main concept for the rebranding of Del Monte is to emphasize on the idea of sustainability but in a way that is educational.The company wants the consumer to feel as though they are contributing to the protection of the Earth in a way that is informative and friendly. An intelligent and contemporary new voice behind Del Monte that is friendly will draw in customers looking for healthy food options for themselves and their families.
Research
When addressing this rebrand, the research process is essential in establishing the audience, studying competitors and evaluating the culture of the brand. The understanding I have obtained from this research enables me to set Del Monte apart from other grocery brands by focusing on the ideas of sustainability, contemporary, and understanding.
Target Audience
Del Monte aims for older adults to middle aged customers from the ages 25-65 years.They tend to advertise through printing mediums as they are focusing on the people who already have families and need to do some grocery shopping. Though anybody can do the shopping, more times than not, it usually falls on women to make these purchases, which is a factor that needs to be taken into consideration. For the rebrand, however, a slight shift to a younger demographic might need to be considered (20-65 years).
Competitors
Del Monte is a global company with many sub-brands distributed across the globe. Some other popular global companies that are considered important Del Monte competitors are Dole and Chiquita. These brands have defining features that help them stand apart from one another. For the rebrand, I wanted to highlight Del Monte's unique sustainability features to help them be set apart from its competitors.
Culture
Del Monte’s Produce has decided to adopt three pillars we are are committing to live by as a company. Del Monte is all about family and providing for them the best quality of fresh fruits and vegetables we can offer. We also want to focus on educating and empowering a new generation of healthy and intelligent shoppers. Del Monte also takes the state of our Earth very seriously and we have begun taking measures within our line of work to make sure we are caring and giving back to our beautiful planet through new sustainability practices.
Transparency in our work and what we are doing to help the community is a big deal for us. By focusing on these three attributes Del Monte will be able to connect with our consumers in a way that has not been done before and have a more prominent and positive impact on their daily lives.
Family
Family is already a big pillar in the current standing of the company. However, by broadening the term to include others than those of a traditional household, Del Monte can gain in popularity with new consumers. Del Monte can still focus on providing, “taste and nutrition to help you and your family lead your best lives”.
Education
During this new digital age, more and more people are looking to become educated in topics that will impact them and others around them. By educating their customers in healthy food options, Del Monte can help in creating intelligent individuals for the future. This transparency can also lead to tighter bonds with the consumer.
Environment
As a leading food production and distribution company, Del Monte needs to address the issue of the sort of environmental impact the company can have on the planet. They are already implementing various sustainable methods that will benefit the planet. By emphasizing on these methods, Del Monte can stand out among its competitors and gain favoritism in this new age where customers are becoming more environmentally conscious of the products they purchase.
Analysis
After identifying Del Monte’s need for a stronger and more educated brand voice to bring in those new customers, it was time to craft the visual elements to create this new persona.
Imagery
The inspirational imagery that will be used consists of new contemporary layouts of the products and some lifestyle photography. The lifestyle photography focuses on the process of the products, a farm-to-table journey. Each of these elements will play a role in creating a friendly and sustainable environment for the overall look of Del Monte. The graphical elements will be simple and inviting to further push the idea of a younger and friendlier voice for the brand.
Typography
The intended typography that will be used for this rebrand has utilized and expressive and bold sans serif for the headline to grab the audience's attention. A thinner and more clean sans serif typeface will be used in order to be communicative, informative, and friendly.
Color
Color choices are used to reflect the vibrancy and natural state of the product. They also push that friendly natural tone that I want to establish in the rebranding of Del Monte.
Brand Style Guide
Logo
Del Monte’s new logotype remains a letter word-mark like the ones before; however, it has adopted a new organic feel. The hand written design ties into the natural and sustainable direction that Del Monte is trying to go in. The shape of the ‘o’ is that of a fruit and a heart to symbolize the health and family attributes Del Monte stands for. The hand holding the ‘o’ symbolizes that Del Monte is ultimately a company and brand that serves others. We are here to provide the best quality of foods and vegetables in a way that is ethical and environmentally friendly.
Process
Final Logo
Products
