Chiquita Banana Brand Refresh

February 17, 2010

On Design:Related’s coverage of the newly-designed Chiquita Banana stickers, designer DJ Neff gives some insight to the process of making bananas cool:

It can be easy to get caught up in a landslide of slick executions or fad creative wrappers. These kinds of approaches often do little for the campaign’s longevity or brand image in the future. Our client expects us to come to them with the coolest and most innovative stuff, but it was still up to us to really figure out strategically what about Chiquita bananas would always be cool.

DJ also drops this tidbit about “brand equity”, which we could not agree with more:

[Brand equity] is the most important starting point to rebranding any business. I think brand equity is a pretty simple notion: unique value. Sometimes it’s an easy to see value, like the Chiquita stickers, or sometimes it can be harder to recognize, like an old forgotten tagline that was abandoned because of changing fads.

via Design:Related