Brand Catalyser x Australian Table Grape Association (ATGA): Crafting a Culturally Adaptable, Market-Ready Brand Identity
Before putting pen to paper, we immersed ourselves in the world of fresh produce. We conducted an in-depth review of ATGA’s existing design assets and analysed the top three fruit brands globally to identify what made them successful. This research phase was critical in understanding the nuances of the fruit industry, from consumer preferences to design trends across different markets.
Our findings revealed that successful fruit branding balances freshness, quality, and cultural relevance. With this insight, we crafted a strategy that positioned ATGA as a premium, globally recognisable brand while staying true to its Australian roots.
With the logo in place, we developed a comprehensive design system to ensure consistency across all brand touchpoints. This system included: Typography Rules, Phonetic and Logograph Considerations, and a Brand Colour Palette. This design system became the foundation for all ATGA’s branding materials, ensuring a cohesive and recognisable identity across diverse markets. |
This ambitious project came with its challenges: tight timelines and extensive design requirements, which we overcame by streamlining workflows, prioritising tasks, and ensuring clear communication.
The experience deepened our understanding of the grape industry and global design preferences, reinforcing the importance of cultural adaptability in branding. |
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