Erupting Off the Shelf
Developing an Approachable, Retail-Ready Brand for the Exotic Produce Category
Volcano Produce set out to brand a traditionally unbranded category in the produce industry.
Shift helped shape an approachable, personality-driven brand direction through strategic brand development, character design and implementation.
The Opportunity
Exotic fruits are often sold in bulk with little brand presence, making them unfamiliar and harder for consumers to choose.
Volcano saw an opportunity to own the category with a more engaging brand to help overcome consumer hesitation.
The Approach
• Shift worked closely with the client to guide a more approachable, personality-driven brand direction
• Developed a character system to give the brand a distinct voice and emotional appeal
• Extended the brand across web and sales materials to support consistency and growth
The Outcome
• A brand with a clear voice and engaging personality
• Stronger connection with consumers at point of purchase
• Materials used to support buyer presentations and retail expansion
MULTI-AWARD WINNING
• 2023 American Advertising Federation Pele Awards, Bronze
• 2023 American Digital Awards
• 2023 Marcom Awards, Bronze
