Tree Top

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Overview

Tree Top has been a trusted name in apple juice and sauce for over 50 years. The cooperative of growers is passionate about its juice and carefully controls every stage of production. The spirit of the Tree Top brand has always been about families, health, and community. However, the brand wasn’t effectively communicating its unique story, and the packaging system was fragmented and inconsistent. Research showed that consumers associated the brand exclusively with apple-based products, but there was untapped potential for new flavors that could be realized, given the right identity and package design.

Challenge

The objective was to revitalize the Tree Top brand and attract a range of new consumers. There was also an opportunity to stretch the brand beyond apple juice offerings into a growth category: 100 percent juice blends. Using the client’s research, Landor identified current brand equities and opportunities for developing a more robust, differentiating positioning. Research revealed that the target consumer was concerned about their children’s health and well-being. Landor established a new brand positioning – Real fruit products from real people who share my values – which helped guide the packaging revitalization.

Solution

Landor developed the brandline Real Fruit From Real People, reinforcing the Tree Top brand promise. The brandline also connects with the underlying motivation of target consumers who want to do the best for their family to help them feel good about themselves. The refreshed identity and packaging system emphasizes the Tree Top canopy in a way that gives greater flexibility for new product extensions to different, non-apple based flavors. The orchard background depicts Tree Top’s Yakima Valley home and evokes the growers who take care in creating the products.