Originally part of the Sunkist cooperative, Paramount Citrus was looking to develop its own brand and market their products independently. The new identity needed to appeal to both retailers and consumers, but also work on a range of materials – from large, kraft cartons to tiny, plastic labels.
The fresh, new identity captured the natural aspects of the product, while portraits of employees and their families highlighted the emotional connection to the citrus – happy, healthy faces and some tart ones too!
The focused color palette and simple graphic language offered creative flexibility for related product lines, including several legacy brands, whose iconic names have been around for generations.
Responsibilities: Creative lead, concept development, logo design, visual system, packaging, print collateral, illustrations, project management & guidelines