New logo and brighter, bolder visuals to be applied across expanded product portfolio, and rolled out to all Tesco stores in the UK
Fresh produce marketer Jaffa has refreshed its brand identity as it continues to expand its range beyond its trademark citrus varieties to include speciality products like super-sweet pineapples, premium table grapes, and yellow- and orange-fleshed watermelons.
As detailed in a report on the design news website Creative Boom, the “brighter and bolder” update includes a new logo and additional graphic elements, most notably an expanded group of characters called The Juice Crew drawn by New York-based illustrator Spencer Gabor.
The logo itself features a typeface selected to stand out more on digital media, and has been made to look more like a fruit sticker with the addition of a blue strip underneath.
According to the report, the revamped branding will feature on packaging, merchandise, and all digital media. It will also be visible in Tesco retail stores across the UK.
Last month, Tesco announced it had expanded its melon range with the launch of a sweet, orange-fleshed watermelon under the Jaffa brand.
The variety was developed by Dutch breeder Rijk Zwaan and is supplied by Spanish producers Unica Group and Pozo Sur via AM Fresh and Tesco’s partnership AMT Fresh.
