The Challenge

With a 150-year history of growing stone fruit, Prima® Wawona is an industry leader with an established market presence. With the goal of revitalizing their image, we started by analyzing industry & category trends and identifying target audiences in order to develop a strategic framework. After aligning on the strategy, we explored a range of evolutionary logo concepts for the brand. By reviving their classic colors and adding a few natural details to create a vibrant and expressive mark, we landed on a rejuvenated logo that honors their past and celebrates their bright future.

We went on to update all Prima® brand consumer packaging, which included cellophane pouch bags, boxes, and cartons. Across each line of product types, we communicated the premium quality of Prima’s fresh, juicy, and tasty products. We utilized established assets and created additional icons for key callouts that highlight quality & authenticity and stand out on shelf. We also adapted pieces of the brand story to work on pack as consumer-friendly copy that was informative and engaging. The end result was a cohesive portfolio of packaging that draws attention in-store and maintains brand continuity.

In order to keep the Prima® brand top-of-mind, to influence & inspire future purchases, and to increase brand recognition in-store, we developed an ongoing social media management plan for both Instagram and TikTok. This included a calendar and corresponding content for each month that was relevant & specific to Prima’s stone fruit seasons. Through static posts, animations, and videos, we maintained the brand’s messaging & aesthetic and engaged followers.

As the brand grows, our plan adapts with it in order to help them maintain a strong presence on social media. We continue to run giveaways to maintain excitement around the brand and grow Prima’s followers. The giveaways are relevant to the season and have included a Back-to-School theme, a Baking bundle, and a Holiday prize pack. Each giveaway is promoted with paid targeted ads, aligning the targeting criteria with user interests relevant to each prize theme. The giveaways have helped to maintain growth momentum, increase brand awareness, and cultivate consumer engagement.

In order to maintain equity, awareness, and long-term loyalty with the refreshed Prima® branding, we extended the experience to all additional marketing assets as well as internal and external communications. We started with brand standards that provide guidelines for logo & brand use, as well as color palettes, fonts, and messaging. Some additional pieces included sell sheets, brochures, sales presentations & pitch decks, in-store POP signage & display bins, and email signatures – just to name a few! Since Prima’s operations change with the seasons, it has been essential to adapt & extend the design & messaging for each touchpoint throughout the year as we continue to build a complete brand experience.