Case Study: Fruit Growers Supply modernizes its brand identity with FLUX Branding

Fruit Growers Supply refreshes a 140-year-old brand with FLUX Branding

Fruit Growers Supply, a 140-year-old division of the Sunkist citrus cooperative, faced the challenge of modernizing its historic brand to stay current. The company, which provides pre- and post-harvest services, needed updated visuals and a logotype that better reflected its diversified client base beyond just fruit growers. They engaged the vendor FLUX Branding for a brand evolution, which included services like an insight report, logo refresh, and new stationery and sales collateral.

FLUX Branding implemented a strategic evolution rather than a full rebrand. The solution involved redrawing the classic 'F' logo for cleaner proportions and recommending a name change to FGS Growers Supply to acknowledge its founding acronym while being more inclusive. FLUX delivered a suite of updated print collateral and marketing materials, including a welcome box for new clients, to reflect the refreshed visual identity. This allowed the existing parts of the historic brand to work better in unison.

Fruit Growers Supply