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Growing together better

Fresh Produce Group (FPG) approached Strategy Creative seeking assistance to improve and polish their brand’s personality, masterbrand identity, and wider brand stable. With an ever-growing 'house of brands', a greater vision for export, and a desire to instill an increased level of pride in the FPG team, it was recognised that taking a more holistic marketing overview and approach to the business would support achieving the business’ longer term goals.

We started with establishing an overarching brand architecture, and defined how the corporate brand related to FPG’s wholesale and consumer-facing brands. We then took the core idea of “Grow With Us” to develop a cohesive brand personality, a succinct brand story, and engaging key messaging. Lastly, we refined the brand identity and crafted a consistent visual language that spoke to a people-focused brand.

Recently, we redeveloped the FPG corporate website to showcase the new visual language and refined brand story. The use of a simplified user journey, strong imagery, and punchy headlines emphasises FPG’s rich company heritage, their approach to innovation, and imparts their authentic and inspiring story.