The Fruit Box Group Brand Identity
Since 2001, The Fruit Box and The Milk Box have been delivering fresh fruit and milk to Australian businesses. In 2016, Davidson Branding was commissioned to refresh The Fruit Box Group brand identity that would inspire office managers to join the movement towards a healthier, and in turn, more productive workplace and standout in a marketplace populated with functional ‘me-too’ brands. The challenge was to design an identity that was in itself, a fresh take on what it means to deliver fresh food to businesses—a healthy workplace is a happy workplace.
The brief was to create a new visual identity that brings to life the idea of ‘fresh thinking’. This idea means more than the physical benefits of fresh food to the workplace. It’s core (pardon the pun) to The Fruit Box Group approach: from the seamless process in the back-end; to being at the right place at the right time; to whatever offices need delivered, perishable or not; and to the on-time delivery in the middle of the night or at the crack of dawn—that’s fresh thinking.