side of life
With 80% of wholesale customers based in South East Asia, GrapeCo required a multi-tiered brand and packaging strategy that positioned them as the 'Gucci' of grapes.
The imperative was to deliver 20% year-on-year uplift with major Australasian retailers wanting luxury, branded produce.
Key strategic insights, drawn from a comprehensive Brand Discovery, category audit, and review of GrapeCo's operational advantages were integrated into the brand architecture, FMCG packaging design, and activation toolkit.
GrapeCo Australia’s new Hellooo™ brand identity delivered juicy first season results across the Australasian retail grocery sector.
Brand Strategy, Naming Strategy, Identity Design, Packaging Design, Website UI Design, Brand Activations, Illustration, Retailer Presentation
Hellooo™by GrapeCo's contemporary brand and packaging has been embraced by retailers wanting a premium appeal for their retail stores.
Success lay in crafting a fun, pronounceable brand name, story, and visual identity that could be understood in non-English markets.
A nuanced understanding of design semiotics for Asian grocery branding underpinned the creation of the brand touchpoints including trade activations, eComm website, print advertising, and GrapeCo's online B2B sales app.