Brand Positioning • Brand Name • Visual Identity • Logo and Packaging Design
After stumbling on the Pitaya super-fruit and spending several years supplying this single ingredient to juice bars, Pitaya Plus wanted to expand their collection with a variety of sustainably-sourced, vibrant products to drive growth across retail channels.
Our new positioning tapped into adjacent categories and leading trends to help the brand claim a more engaging space and create an emotional connection with consumers. We simplified the brand name and developed a design system to support super-fruit innovation for a family of products.
With a strong new shelf presence and Best of 2020 New Packaging Award from NOSH, Pitaya Foods gained distribution in national retailers from Whole Foods Market to Target. The brands continued growth in the grocery sector helps them support sustainable farming and care for the communities they source from.