Amid a sea of green in the fresh aisle, color breaks are often sought to draw the eye. Reds, yellows, and purples play well to offer some contrast, but one pack I don’t often see is white.
Until now.
When I first saw the Pure Flavor® reveal of its entirely new brand approach, I remember thinking how the bright white booth and clean-line style stood out amid a bustling Global Produce & Floral Show floor—not unlike a maximized fresh produce and floral department. Surrounded by over a thousand other companies, the grower’s strategy is one that was easy to spot initially, then left me with much to take in from the messages being conveyed. Safe to say, it stuck with me.
Sometimes differentiation means distillation—in this case, a simplified message delivered through the greenhouse grower’s refreshed packaging identity. No flash, just fresh produce.
It is a seemingly quiet move that speaks volumes about the brand’s confidence in its product, and the look will easily complement several in-store approaches while offering a zigging approach to packaged veggies and fruits. In fact, the company itself pointed out how its holistic refresh resonates with consumers and retailers alike.
Pure Flavor’s entirely new brand approach proved to me that, sometimes, standing out isn’t about how much you can add onto your pack—it’s about the confidence of clarity, kept simple.
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