A strong and playful new brand for third generation, family business CherryHill Orchards is seeing success at home and abroad.
Family business CherryHill Orchards has been growing Australia’s finest cherries for 75 years. They approached us to rebrand the company ahead of expansion plans in both the domestic and export markets. As well as fresh cherries, the brand also offers cherry drinks and and cherry picking experiences. Therefore, the new look and feel needed to be flexible enough to work across all areas of the company.
The new brand takes the very essence of cherries – joy – and brings it to life. Using a bright juicy red as the hero colour, and a cheeky yet modern smile graphic, the new brand is all about the taste and emotions associated with cherries. A brand this fun needed a tone of voice to match, and quirky headlines and copy further reinforce the sheer delight of cherries. A strong, simple colour palette, and clear brand guidelines mean that consistency can easily be achieved across all touchpoints.
The new brand has been rolled out across the website, multiple digital assets, and – most importantly – the cherry boxes that form a core part of the customer experience. The box has two variations; a domestic version and a premium export box, carefully tailored to appeal to the burgeoning Asian cherry loving market.
“The rebrand has been pretty amazing. Visually we love it. Everyone seems to be captivated by that smile. But it’s not just us, the feedback from retailers and customers has been incredible. We can feel the benefit. That smile is part of our culture now.”
Brand identity
Brand collateral
Brand guidelines
Copywriting
Indigo Design Awards, Bronze Winner
CherryHill Orchards, Branding
