GRACE TROPICAL RHYTHMS
Catapulting a local favourite into the global juice market
The Solution
The brand identity design was influenced by the expectations of the market and consumer target profiles as articulated via the research assessment. Our analysis pointed us to a set of USPs and differentiating factors that would strengthen the positioning of the brand whilst delivering the necessary appeal amongst key market segments. The brand identity design inclusive of colour palette and typographical treatment helped to shape a new impression in the consumer’s mind. Their perception of the brand began to change, as it is now viewed similarly to Tropicana, Minute Maid, Ocean Spray, Dole or any of the other top international juice brands. A comprehensive brand identity system and standards manual was developed along with the successful roll out of new packaging and campaign materials across all major markets.
The new brand was extended into a fully realised packaging refresh for the Tropical Rhythms line. Taken through all available packaging materials (glass and PET bottles included) over 4 main territories, USA, Caribbean, Canada and UK with over 100 SKU’s.
The Problem
Grace Foods International Limited commissioned G&A to rebrand and reposition its flagship brand Tropical Rhythms. The brand and its line of flavoured juice drinks have traditionally done well amongst key Caribbean and diasporic markets but given the immense worth of the global drink market, Grace set its sights on further market expansion to capitalize on this lucrative market. This meant engineering the brand to appeal to a wider cross section of consumer markets of varying nationalities and cultural ethnicities.
To do this our process began with analyzing data from extensive market research and product testing within the key foreign markets of Canada, USA and UK/Europe. We then embarked on a strategic branding exercise that established the brand’s distinctive features and attributes and adapted them to ensure their relevance to the main target segments.
