Primor Produce - Avanza Avocados
Keeping it fresh.
Operating in a number of diverse South East Asia countries, Avanza required a brand and visual assets that could adapt to each unique territory.
Avanza is a premium avocado brand, originally created by Coats, both for the domestic and rapidly growing South East Asia export markets. As these markets mature, Primor needed to develop and widen the appeal of the brand and promote Avanza as a consumer brand.
With the different demands and cultural differences of each market, they needed guidelines for usage and application that were cohesive but flexible enough for each country to add their own stamp.
Coats conducted a design audit of the material from the different territories and consulted with the various stakeholders and country market heads to establish their requirements.
The existing corporate logo was modernised to provide a sound platform for future development of the brand.
The consumer logo, created as an extension, introduces a visually compelling abstract ‘avocado swirl’ device and strapline, connecting the brand to the product and its attributes. The vibrant colour palette, typography style and brand language introduces depth and vitality to consumer communications. Coats developed a range of support collateral for instore promotion, truck livery and comms usage.
The comprehensive Brand Guideline provides a ‘tool box’ allowing each territory to stamp its own creativity and cater to cultural differences, while ensuring brand consistency.
The new, flexible branding and support material has been received enthusiastically by all the markets.