Reinvigorating a B2B brand
Rebranding Fruit Box
The Fruit Box Group is one of Australia’s most successful and high-profile business-to-business companies. In 20 years, it has grown from a small Melbourne-based fruit delivery business to now be Australia’s only truly national fruit and milk delivery company, making over 10,000 deliveries a week.
After initial success with fruit deliveries, Fruit Box added other products to its range, including milk and hampers. These were added under separate brand identities like Milk Box and Hamper Box. This situation led to an increasingly complicated brand architecture and the dilution of the company’s marketing spend as it supported an ever-growing list of brands. With the impending addition of another new range of products, Leap Agency was tasked with recommending the best way forward.
After interrogating the brief with both the client and selected customers, we realised that the company’s customers had never moved away from referring to the company as simply ‘Fruit Box’. This simple but important consumer insight lead Leap Agency to propose a re-organisation of the company’s product offerings under a single, unified brand name – The Fruit Box Group.
With this new name as the hero brand, the company was able to dramatically simplify the way that it spoke to both its existing and potential customers, with:
- A singular look and feel for entire the brand under the new name ‘The Fruit Box Group’. This was then used throughout the company, including the all-important fleet of delivery vehicles
- A single website (previously there were three)
- Different product categories being communicated via appropriate colour palettes that were linked to the previous approach (green for fruit, blue for milk, etc.). This sensible carryover ensured minimal confusion at launch for existing customers