Coastal Fruit Company
Web Design / Graphic Design
Dialing in on value propositions.
Coastal Fruit Company asked us to help with their website and brochure design. Since they were prepping for an upcoming trade show, we were on a serious deadline and had to fast track the project. The owners were in the market for a simple, yet contemporary look that communicated what sets them apart.
As an exporter of Canadian cherries to China, Southeast Asia and the Middle East, Coastal Fruit is about as niche as it gets. Aside from the contemporary angle, they lacked a clear idea of what they wanted and had no artwork or copy to build on. So what do you do when it’s evident you’ll have to start completely from scratch with an extremely specialized client? Immerse yourself in the wholesale fruit industry, of course. Using the industry knowledge we picked up, as well as the features of cherries we learned were desirable, we were able to produce content and design work that aligned with the brand.
During our ‘Think’ process, we unearthed some key value propositions for the company. For example, its innovative packaging system means there are no minimum orders and fruit can be shipped on demand – something the competition wasn’t offering. This was major because it became a focal point of their messaging. Knowing that their initial target audience was Chinese, allowed us to hone in on a red theme to enhance the cultural relevance of Coastal Fruit’s marketing initiative.