Dried fruit producer Graceland Fruit refreshes logo, website
Graceland Fruit, a leading producer and global distributor of premium quality dried fruit ingredients for the food industry, recently unveiled an updated brand identity and website.
The refreshed brand and website were created to better reflect the company’s renewed focus on the commercial food ingredient market and its heritage of delivering exceptional product and service performance that delights innovative food manufacturers and their consumers.
“Graceland Fruit pioneered the infused dried fruit ingredient category nearly 50 years ago,” said Jeffrey Seeley, CEO and executive chairman of the board. “In doing so, we exponentially expanded the market for tart cherries, cranberries, blueberries, apples, and more by creating entirely new food applications and year-round utilization opportunities for these crops.”
Consumer demand for delicious, nutritious, immunity-boosting foods made with authentic, all-natural ingredients is skyrocketing. Graceland Fruit ingredients are made from fresh frozen fruit that retains its superfruit status throughout the company’s proprietary infusion and drying process. As an ingredient, they add uniquely distinctive taste, texture, visual and nutrition appeal to a wide range of foods.
With renewed channel and customer focus, the company undertook a rigorous and comprehensive review of its brand positioning and visual identity. “The Graceland Fruit logo has not changed since the company was founded in 1973,” Seeley said. “This was a perfect time to refresh the look and feel of our brand to ensure clear communication of who we serve, what we do, how we uniquely do it and why.”
The new brand identity features a more contemporary logo that pays homage to the company’s heritage while adding prominence to the brand name, better communicating its expertise, and providing a design architecture and visual system that supports future growth and innovation. Coupled with its new tagline, We deliver delight, the new Graceland Fruit brand identity is the foundation for communication across all touchpoints, including packaging, business materials, sales collateral, social media, website and beyond.
A video introducing the new brand identity can be viewed here.
“We are excited to introduce the fresh new look and enhanced functionality of our digital home base, GracelandFruit.com,” said Seeley. “It is completely reimagined, redesigned, and restructured to make it easy for current and potential customers to learn more about our products, our process, our growers, and our services. Most importantly, it is a source of inspiration for use applications and innovation. It also serves as an on-demand resource center for product information, industry trends and insights, and other tools to help our customers delight their consumers and profitably grow their business,” he continued.
The new website is fully responsive, mobile-optimized and easy to navigate. The expanded resource hub includes downloadable product specifications, certification documentation, statements of compliance, and brochures. It also houses the Graceland Fruit press room and blog, Bits ‘n Pieces monthly newsletter, industry events calendar and more.