Food company rebrand: a produce distributor

Westcoast Fresh packaging design
Westcoast FreshBrandingBrandingBrand StrategyLogo DesignVisual IdentityIndustryIndustryFood & BeverageAwardsAwardsGraphis Logo DesignProject teamProject teamJulia FrenkleUX & Creative Director, PartnerLily RoblesCreative Director, PartnerEllery MooreyCreative DirectorEmily KnappArt DirectorCasey McGeeArt Director7sub brand logos

Full-Service Solutions

WestCoast Fresh is a Boston-based company that markets and distributes produce from farms in California, Texas, and Mexico, to supermarkets across the country. Over the years, they have taken great care to foster quality relationships with farmers and establish sustainable, best practices for growing, storing, and transporting their fruits and vegetables. They came to Opus with several needs including a food company rebrand.

We worked with Westcoast Fresh to define their brand to reflect who they are and what they care about. We helped to ensure brand consistency and to maximize the positive impact of rebranding through a wide range of our services. We articulated their brand statement, designed a new logo, designed an award-winning website, designed sub-brand logos, designed packaging, designed infographics, and designed several other sales, marketing, and promotional collateral and tools.

Comprehensive Style Guide

To help pull everything together and provide clear guidance for all future applications, we designed a comprehensive Style Guide. The Style Guide included the logos, logo versions, and colors for all 8 logos. The document also summarized the graphic design direction for the different produce packaging design, label design, boxes, and bags.

The style guide has proven to be extremely helpful in documenting the visual look and feel and ensuring efficient and effective collaboration between graphic designers and print production.


Brand Statement

Creating a brand statement that summarizes who the organization is, what it offers to its audience, and how it is different presents as a helpful, internal tool to align communications. It helps ensure consistency across designers, writers, and marketers and provides a clear foundation from which to build all communications.

We developed the brand statement as well as brand attributes for Westcoast Fresh and we leveraged this tool as guidance throughout the logo design.

Logo Design

The logo design included the logo for the umbrella brand Westcoast Fresh as well as the 7 sub-brand logos that communicated to specific audience segments. Our task was to allow all the logos to build one cohesive visual brand while allowing each sub-brand to be distinct.

Westcoast Fresh packaging design
Westcoast Fresh packaging design