Fruit with flavour
Client
Granfer
Services
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branding
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design & communication
Year
2024
A new image that reflects the quality and freshness of its products, with a focus on Portuguese identity
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the brand
With over 550 hectares spread across mainland Portugal, Granfer stands out for the production and distribution of fruit and other agricultural products. The company is recognised for its quality and commitment to freshness and Portuguese heritage, values that underpin and guide all of its operations.
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the challenge
Aligning with its innovative positioning, Granfer felt the need to modernise its brand image, as well as the visual identities of the companies within the group. The goal was to develop a new graphic identity for all business support materials, including fruit boxes, business cards, email signatures, and promotional materials, ensuring a cohesive look across the board.
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the story
We responded to the challenge by developing a complete rebranding of the brand and its associated companies. The new logo is inspired by a nectarine—one of the brand's main products—and the entire identity was designed to reflect freshness, Portuguese identity, and a touch of humour. The versatility of the graphic elements represents the wide range of products and allows for dynamic and appealing visual communication.
One of the most innovative features of the rebranding is the presence of dynamic graphic elements that represent each of the fruits marketed by Granfer.
All elements were designed to allow for the creation of graphic mosaics that flexibly adapt to different media, from fruit boxes to posters and flyers. This approach enables a rich and multifaceted visual communication that reflects Granfer's diverse offering in an appealing, playful, and modern way.
Complementing the logo and graphic elements, the new brand identity was applied to all business support materials, such as business cards, email signatures, stickers for the fruit—which combine functionality with an unconventional aesthetic—and even napkins with QR codes that redirect consumers to the Granfer website, where they can access practical recipes using their products.
Packaging was also created for Granfer products, both for its own brand and for associated brands. In the latter, while they share some elements with Granfer (such as the use of fruit icons), the colours were differentiated to create a unique and cohesive visual identity for each one.
Each element was developed with the goal of not only improving the consumer experience but also strengthening the interaction between the brand and its customers, making the purchasing and consumption process more engaging.
More than just an aesthetic update, the rebranding for Granfer was intended to be an integrated strategic transformation, reflecting the brand's fundamental values and incorporating a lighter, more playful side that differentiates the company and brings it closer to its consumers.
FNAC
