Growing Australia’s Exports
Hort Innovation, a grower owned research, development and marketing company representing Australia’s $9 billion horticulture industry, came to Strategy to address the quandary of what to do with two disparate trade and export brands; ‘Australia Fresh’ and ‘Now In Season’.
With sound research, the decision was made to rename the initiative ‘Taste Australia’, which provided not only a nod to provenance but also a sensory based invitation to literally taste the best of what Australia’s fruit, vegetable and nut farmers offer. ¶ Having established the new name, we crafted a full brand identity scheme complete with new logo and dynamic visual imagery through a large suite of illustrations that covered off the complete range of products along with a series of vignettes that spoke to Australia’s climate, outdoor lifestyle and farming practices. ¶ These assets were then applied to a wide range of touch points from the export trade show stand, buyers guides for various countries and a range of point of sale collateral.
