Harvest Valley Fruit Juices
New Brand For Gfs Line Of Premium Juices
Gordon Food Service, North America’s largest family-owned broadline foodservice distributor, partnered with RGI to realign all of their existing foodservice dispensed and ready-to-drink juice lines under one brand name. RGI worked with GFS to analyze their position within the market. We conducted a knowledge audit to gain marketplace perspective and find areas of opportunity for the new juice platform. Through this process, RGI developed a more actionable profile of GFS and its target consumers.
Building The Brand
After thorough research, RGI’s marketing experts crafted a brand name that would best mirror our research. The Harvest Valley™ look was ultimately approved because it utilizes a wood-cut fruit stand to communicate premium freshness and quality and is supported by bright, colorful designs, wood textures and fresh fruit photography. RGI then created the brand position and brand essence. After further testing to verify the brand position, RGI developed the brandmark and packaging. The Harvest Valley juice line includes packaging for more than 80 skus (labels, shipping cartons, dispensing machine graphics). RGI created the brand identity, designed the packaging and aided GFS’ internal design team with trade show booth concepts. RGI also developed a brand standards manual for the new brand’s equity elements.
The new Harvest Valley brand achieved all of the requirements presented by GFS. The result was a smooth transition for consolidating all of their juice brands into one, a stronger shelf presence for occupying multiple distribution channels and a more legible communication of premium quality and freshness with a color-coding system for reference. Collectively, the Harvest Valley juice line has seen double-digit growth after being launched under the new brand, and the line has since seen expansion with new flavors and pack sizes.