Brand Strategy
Jack Moore
Sunkist
Published by Jack M Moore. Instructors James Chu & Gerardo Herrera. ArtCenter College of Design Copyright 2019. For academic uses only, not affiliated with or officially endorsed by Sunkist Growers LLC. ISBM 01-034-55667
Sunkist Brand Guide
Jack Moore
Table of Contents
6
Introduction
18
Research & Discovery
82
Brand Strategy
90
Design Development
138
Branding Guideline
224
Acknowledgments
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Introduction
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Sunkist Brand Guide
Introduction
Creating a comprehensive new brand strategy and redesign of Sunkist Growers LLC.
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How do we enhance Sunkist’s existing brand identity, while creating an effective and authentic strategy for a brand extension and expansion?
The Challenge How do we make Sunkist: - More premium? - Committed to health? - Uniquely convenient & accessible? - Preeminent source for freshness?
The Objective - Make Sunkist the go-to for fresh and convenient produce and food. - Expand Sunkist’s presence and reenter the cultural consciousness. - Improve marketing strategies for efficacy. - Diversify and control product range.
Introduction
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Sunkist Company History History In the late 1880s, California citrus growers began organizing themselves into cooperatives, with the goal of increasing profits by pooling their risk and increasing their collective bargaining power with jobbers and packers. The economic depression that began in 1893 worsened farmers’ situations, and intensified their desire to self-organize to their own benefit. In 1893, P.J. Dreher and his son, the “father of the California citrus industry” Edward L. Dreher (1877–1964), formed the Southern California Fruit Exchange in Claremont, a small college town near Los Angeles. It originally represented only growers of oranges: in 1896 lemon growers joined as well. The exchange soon included growers and groves in Riverside in Riverside County, Pomona and San Dimas in Los Angeles County, and Santa Paula, Saticoy, Fillmore, Rancho Sespe, Bardsdale and Piru in Ventura County; by 1905, the group represent-
ed 5,000 members, 45% of the California citrus industry, and renamed itself the California Fruit Growers Exchange. In 1952, it changed its name to Sunkist Growers, Inc.
Organizational structure Sunkist has three levels of organizational hierarchy: local, district, and central associations. Individual growers belong to a local organization; local organizations belong to a district organization, and district organizations belong to a central organization. The main purpose of the cooperative is to create systems enabling fruit from multiple growers to be efficiently harvested, sorted into various sizes and grades, and packed and shipped across the United States, in response to shifting demand. Since inception, the organization has significantly expanded its activities. In 1906, the CFGE launched the Citrus Protective League, a lobbying arm. In 1907, it formed the Fruit Growers Supply Company to sup-
Introduction ply growers with materials such as radios, tires, shooks for fruit crates, insecticides, and fertilizers at wholesale prices. It later formed the Sunkist’s Exchange By-Products Company, which developed markets for products such as citric acid, sodium citrate, lemon oil, pectin, orange oil and orange pulp.
The Sunkist brand In its early years, the primary problem facing the California citrus industry was an oversupply of fruit. By 1907, California was producing five times the quantity of oranges it had been fifteen years earlier, and orange production was continuing to grow as newly planted orange groves began to bear fruit. In response, in 1907 the CFGE approved the first-ever large-scale advertising campaign aimed at advertising a perishable
commodity. The March 1907 campaign, which marketed oranges to Iowans as “healthy” and “summery,” resulted in a 50% increase of orange sales in that state. It also launched the Sunkist brand: the ad agency Lord & Thomas originally proposed using the adjective “sun-kissed” to describe the CFGE oranges; the word eventually used in the campaign was Sunkist, made up by the agency so it would be easier to defend afterwards as a trademark. In an effort to distinguish Sunkist oranges from others, the CFGE wrapped its oranges in paper stamped with the Sunkist brand. But in 1909, after Sunkist learned that merchants were selling non-Sunkist oranges as Sunkist, it began to offer consumers a free Sunkist-branded spoon in exchange for mailing in twelve Sunkist wrappers. One million spoons were claimed in the first year of the promotion, further establishing
Sunkist Growers LLC Mission Founded on the principle that we are stronger together, our growers - large and small - work to offer quality, fresh citrus that consumers enjoy worldwide.
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the brand in consumers’ minds and giving merchants a reason to want to display Sunkist oranges in their original wrappers. By 1910, the promotion had resulted in Sunkist becoming the world’s largest purchaser of cutlery. The success of early campaigns prompted Sunkist to invest heavily in advertising, and in coming decades the brand was advertised in magazines and on radio, on billboards, streetcars and railroad cars, on the sides of speedboats, in school curricula and essay contests, and in pamphlets distributed in doctors’ offices. Its messaging aimed to reposition oranges in the minds of consumers. Rather than being seen as a luxury to be enjoyed only at Christmas, Sunkist wanted people to see oranges as essential for good health, and to eat one every day. Sunkist also invested in marketing freshsqueezed orange juice and lemonade as superior alternatives to “artificial” beverages such as Coca-Cola. By the mid-1930s, one Sunkist orange in five was being consumed in juice form, often at soda fountains, and Sunkist juice was the second-most-popular soda fountain drink, after Coca-Cola. By 1914, Americans were consuming about forty oranges per person every year, up 80% from 1885. In 1915, in response to competition from imported Italian lemons, which at that time had nearly half the American market, Sunkist started aggressively marketing the benefits of Sunkist lemons, promoting their use as a hair rinse, in tea, in pie and as a food garnish. By 1924, California lemons had 90% of the American lemon market.
Today As of 2007, Sunkist markets fresh oranges, lemons, limes, grapefruits, tangerines and strawberries to 12 states and three Canadian provinces, from 6,000 growers in California and Arizona. From 1971 to 2014, Sunkist was based in the Sherman Oaks district of Los Angeles; in September 2014, it relocated to the Valencia neighborhood of Santa Clarita, California. Through licensing agreements, Sunkist has rented its trademark to other firms such as General Mills and Snapple, for marketing more than 600 mainly citrus-flavoured products
including soft drinks and juice drinks, vitamins, and jellies and candies, in more than 50 countries. It also owns two citrus processing plants which manufacture juice, oils, pulp and peels. Sunkist’s subsidiaries for marketing, international sales and fruit purchasing include SunMac Hawaii Ltd., Sunkist Global, LLC in California, Sunkist Pacific, Ltd., in Japan, Sunkist (Far East) Promotion Ltd., in Hong Kong, and Sunkist Real Estate Ltd., in California. Sales in 1991 totalled $956 million, with nearly half of revenues generated outside the United States of America.
Introduction
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Research & Discovery
STEEPx Trend Analysis Trends that have and will affect Sunkist, and predicting opportunities.
S
Social Trends informed by societal changes and tastes. Human-centric trends.
T
Technology
E
Economic
E
Environmental
P x
Political
Developments in technology both current and future inform trends.
Purchasing power of consumers, and changing economic landscapes.
How the environment and natural resource supply informs trends.
Political landscapes, legislation, and regime changes.
Industry X is indicative of whatever industry a company exists in.
Research & Discovery
Trend 01: Social
Trend: Today less and less Americans eat breakfast in the way that its been known. Therefore less people drink orange juice as part of a daily routine.
Opportunity: Invest in marketing that emphasizes the social values of breakfast, all centered around orange juice. Less family values and more connecting with others.
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Trend 02: Social
Trend: People are less inclined to drink sugary beverages such as sodas, soft drinks, and juices - especially orange juice.
Opportunity: Invest in cold-pressed juices rather than licensing name to concentrate products. Fill the void caused by failing citrus industry in Florida which is primarily juice based.
Research & Discovery
Trend 03: Social
Trend: Younger consumers are more health-conscious and are seeking healthy food options. People are moving away from heavily processed foods more than ever before. This stems from an interest in preserving health in alternative ways to medicine.
Opportunity: Move away from licensing products to brands that do not promote health or that use artificial preservatives and sweeteners or concentrates in their products. The goal is to stop the licensing of products.
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Trend 04: Social
Trend: People are more inclined to invest in a brand if there are physical touch points for them. Farm co-ops have already begun doing so, creating restaurants, markets, and pop ups to garner interest in the product.
Opportunity: The opportunity for Sunkist could be very similar in many ways. Create a restaurant concept that highlights the freshness of its produce, along with fresh, seasonal ingredients for its menu.
Research & Discovery
Trend 05: Tech
Trend: People use technology to gain access to fresh and healthy food. As the demand for wellness grows its harder for consumers to gain access to it in a mainstream way.
Opportunity: Delivery apps or services for fresh produce from Sunkist. Can be a subscription based and customized so that the consumer can get a variety of fresh citrus.
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Trend 06: Environment
Trend: Sustainable produce and farming techniques are incredibly important to consumers now.
Opportunity: Additional goal is to build on the trend of converting farms to all organic. Make Sunkist synonymous with purely organic and GMO free.
Research & Discovery
Trend 07: Tech
Trend: Farm fresh and farm to table is important for consumers. More want to know where their food came from and how it got to their table. Companies are using technology to connect consumers to the story behind their products.
Opportunity: An app where one can scan the produce sticker of the piece of fruit and it will show them which farm it came from, as well as the back story and history of the farmer who grew it.
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Research & Discovery
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Consumer Archetypes Analyzing potential and current Sunkist customers of value.
Busy Balancer
Experience Lover
Caring Parent
Convenient Health Seeker
Health Nut
Research & Discovery
Consumer Trend Diffusion Trends can be tracked by archetypes who push them forward and popularize them. They can be broken down into: 3% Innovator 12% Early Adopter 35% Early Majority 35% Late Majority 15% Laggard By analyzing how trends can diffuse through the focused-upon archetypes, it will help determine how to create a design-centric innovation strategy for Sunkist moving forward.
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Innovator
Early Adopter
Early Majority
Health Nut
Caring Parent
Busy Balancer
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Research & Discovery
Late Majority
Laggard
Convenient Health Seeker
Experience Lover
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Ride-or-Die Health Nut
Research & Discovery
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26-37 Years Old 15% of Market “Gym is life”
Traits - Fitness and health is a lifestyle for them, not a hobby or obligation - Will not compromise on products and services that don’t match their exact needs - Will go out of their way for quality - Covenience is not a top hierarchy concern - Habits are regimented
Pain Points - Non-sustainable foods - Brands that are not transparent - Lack of exclusivity (for the masses)
Needs - Whole sustainable foods - Authenticity from a brand
Wants - To be healthy in a dynamic way - No preservatives, artificial additives, concentrates, etc
Opportunities - Food delivery services - Partnering/licensing to trusted and exlusive brands with this sector
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Carin’ Parents
Research & Discovery
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30-42 Years Old 14% of Market “I’m not a regular mom, I’m a cool Mom”
Traits – Smallest but perhaps most influential of all consumer groups. - 12% attach great importance to healthy food and ingredients - 53% of parents agree that buying things is a way to bond with their children. - 63% prefer to shop with their children. - Dads are 72% more likely than moms (56%) to agree that their kids help keep them up-todate on what is trendy. - 60% are significantly more likely than non-parents 38 % to say they like to be one of the first to buy trendy products. - 90% order food from a restaurant at least once per week - Their parenting values should also be shared by brands they invest in - Parenthood and children is what motivates drive for quality and health
Pain Points - Convenience causes them to sacrifice children’s health - Lack of tech causes them to perceive disconnect from children - Very age conscious
Needs - Provide healthy options for children - Bespoke/customization for their family
Wants - To be perceived as young - Convenience - Make parenting easier and more effective for their kids
Opportunities - Organic children’s snacks - Meal planning/ ingredient delivery services - Easy family dining options - Health and wellness educational apps - Family centric eco-tourism
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Busy Balancer
Research & Discovery
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23-35 Years Old 26% of Market “Millennial Women in the Workforce”
Traits - Unmarried with Expendable Incomes - Multitaskers - Rely on meals away from home to make life easier. - 37% of their meals each week come from foodservice—more than any other eater profile. - Highly active social media users (Instagram, Facebook, LinkedIn) - Emphasize quality convenience - Are Brand Loyal and will stay with a brand that checks all their boxes
Pain Points - Bad reputations of brands - Inconvenience - Rarely stray from their most preferred brand
Needs - Health/ Wellness products - Convenience - Customization - Web/social media presence
Wants - To be perceived as on trend - Ethically/Socially Minded Brands - Deep meaningful connection with brands.
- Customization is key - Health and Eco-conscious but not without sacrificing convenience.
Opportunities - Invest in health/beauty products - Juices/fast casual convenient snacks and food services - Food/ingredient delivery - Health/recipe app or web content
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Fairweather Health Seeker
Research & Discovery
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25 - 40 Years Old 36% of Market “Hella Busy, But Still Want to Be Healthy�
Traits - In the workforce - Typically in an urban area - Has no regular eating habits - Health is work/ a hobby and can be sacrificed if too busy
Pain Points - High cost - Inaccessibility - Lack of time
Needs - Convenience is a necessity - Inexpensive/Affordable
- Expendable income - Interested in fast food - Predominant in Asia, especially in Japan and Korea - Health focused fast casual dining
Wants - To live as healthful a lifestyle as possible for them, while still convenient - Health at low cost point - Short ingredient lists
Opportunities - Healthy food/ingredient delivery - Wellness/recipe apps - Investment in technology - Increase access to whole, sustainable foods - Increasing presence in less exclusive spaces
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Experience Lover
Research & Discovery
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30 - 42 Years Old 25% of Market “I want you to WORK for my money”
Traits - Currently at 25% of the Chinese consumer market. The largest and fastest growing market segment there. - Consumers are more likely today to walk away from a brand after one bad experience. - Skews female - Social Media savvy, who use social media to vet brands and to share customer experience.
Pain Points - Bad first impressions - Lack of brand presence - Uniformity in customer service
Needs - Great customer service - Transparency from brand - Customization
- Will investigate a brand and product. - Rarely impulse buy a product. - Susceptible to promotions and are 20% likely to stray from preferred brand if offerred a promotion. - Ex: Lululemon and Athleta offerring free fitness and yoga classes (Try Before You Buy) or Maison Kitsune, Ralph Lauren, Nordstrom offerring coffee shops in store.
Wants - Brand to invest as much in them (customer) as the customer is in them - Want their shopping experience catered to them.
Opportunities - Cooking classes in stores - Restaurants/farmers market - Sponsored eco-tourism - Partner with “lifestyle boxes”
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Consumer Insights 100 people were surveyed online and in and in person for their insights on Sunkist and the potential direction for it. Respondent Demographics Gender Male
Female
Income $0-9k $10k-24k
$25k-49k
$50k-74k
$75k-99k
$100k-125k
Research & Discovery
Q1 How Old Are You? 18-24
25-34
35-55
45-54
55-64
64+
Q2 How Important is Healthy Eating?
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Q3 What is the Biggest Barrier to Healthy Eating?
Price
Convenience
Access
No. of Option
Time
Research & Discovery
Q4 Do You Make a Point to Buy The Same Brand of Fresh Produce? Yes
No
Sometimes
Q5 Does New Technology Play a Role in How You Access Fresh Food? Yes
No
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Q6 Why Do You Eat Out? Lack of Time
Convenience
Cannot Cook
Better Quality
Meal Diversity
Social
Q7 Does Where Your Food Come From Play a Role in What You Buy? Yes
No
Research & Discovery
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SWOT Analyses Analyzing Sunkist and its competitor’s market sector standing and niches.
S
Strengths
W
Weaknesses
O
Opportunities
T
Threats
Where a company excels especially in its business and industry.
Where a company lacks in its potential and amongst competitors.
Based on both weaknesses and strengths, what a company can do.
Generally external, but can also be an internal variable that threatens.
The trends analyzed in the ensuing SWOTs are the ones sourced from the STEEPx analysis stage of research and discovery.
Sunkist SWOTs Analyzing Sunkist’s current Strengths, Weaknesses, Opportunities, and Threats.
Sunkist Products
Sunkist Marketing
Research & Discovery
Sunkist Brand ID
Sunkist Environments
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Sunkist Packaging
Sunkist Employees
Research & Discovery
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Competitor SWOTs Analyzing Sunkist’s competitors’ Strengths, Weaknesses, Opportunities, and Threats.
Select Sunkist Competitors Dole Tropicana Del Monte Chiquita Ocean Spray
Research & Discovery
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Dole Dole Food Company, Inc. is an American agricultural multinational corporation headquartered in Westlake Village, California. The company is the largest producer of fruit and vegetables in the world, operating with 74,300 full-time and seasonal employees who are responsible for over 300 products in 90 countries
Products
Environments
Marketing Packaging
Brand ID Employees
Research & Discovery
Tropicana Dole Food Company, Inc. is an American agricultural multinational corporation headquartered in Westlake Village, California. The company is the largest producer of fruit and vegetables in the world, operating with 74,300 full-time and seasonal employees who are responsible for over 300 products in 90 countries
Products
Environments
Packaging Brand ID
Marketing
Employees
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Del Monte Del Monte Foods, Inc is a North American food production and distribution company headquartered at 3003 Oak Road, Walnut Creek, California, USA.
Products
Environments
Marketing
Packaging
Employees Brand ID
Research & Discovery
Chiquita Chiquita Brands International SĂ rl, formerly known as Chiquita Brands International Inc., is a Swiss producer and distributor of bananas and other produce. The company operates under a number of subsidiary brand names, including the flagship Chiquita brand and Fresh Express salads.
Products
Environments
Marketing
Packaging
Brand ID
Employees
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Ocean Spray Ocean Spray is an American agricultural cooperative of growers of cranberries and grapefruit headquartered in Lakeville/Middleborough, Massachusetts. It currently has over 700 member growers.
Products
Environments
Marketing
Packaging
Brand ID
Employees
Research & Discovery
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Introduction
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Brand Audits Analyzing Sunkist and its competitor’s branding and brand elements.
Brand Color Audit
Research & Discovery
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Linear Audit
Research & Discovery
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Research & Discovery
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Aspirational Brand Audit
Research & Discovery
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Brand Positioning Taking data from SWOTs and Audits to discern Sunkist’s opportunities for growth and innovation.
Consumer Archetype Matrix
Opportunity
Branding Strategy
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Brand Matrix Opportunity
Sunkist leads in consistent ranking of health across all of its products but it does lag in convenience. Part of this is attributed to its lack of ready to eat, or easily accessible products. The vast majority of its products are fresh produce, compared to the offerrings of its competitors. What is lacking is a an opportunity to corner a market that demands healthy and ultra convenient products.
Opportunity
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Product Matrix Opportunity
Again Sunkist leads in health and is the leader at the intersection of affordable and health. Right now Sunkist has a very small presence in that market with great potential for growth. Again this lag is attributed to its smaller product range than its competitors. By positioning themselves as a midrange price brand it would position them more as a premium brand in their diversified endeavors.
Opportunity
Branding Strategy
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Sunkist Product Matrix Opportunity
Opportunity
One of the predominant money makers for Sunkist is their practice of licensing their names out to products and companies. Among the most notables of these is the Sunkist soda which is owned by Dr. Pepper Keurig, and the Sunkist Fruit Gems which are produced by the Jelly Belly Company. Sunkist would do well in the future to reduce who they license their name out to and to increase the products that they create themselves, with the goal that the profitability from those original products would make reliance on licensed products obsolete. Being at the midpoint of ubiquitous and niche creates a premium and exclusive image for the brand, which has historically been seen as the preeminent, premium, fresh produce brand.
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3
Branding Strategy
Research & Discovery
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Positioning Statement Sunkist Growers Inc. strives to provide premium citrus produce sourced from small, independent West Coast farmers to consumers who want easily accessible, healthy, and fresh produce from a the preeminent supporter of small, American citrus farmers.
Branding Strategy
Value Proposition Sunkist’s high standards for healthy, premium produce has made it the go-to name for the world’s best fresh citrus products, all from small family owned farms.
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Brand Experience Attributes The six brand experience attributes of Sunkist are meant to evoke the essence of the brand to both the company and consumers.
iume em Pr oduc Pr
C Fre lass sh ic ne ss
le
Pe rso n
sib
ali
s ce Ac
za tio
n
Small Farm
Healthy Convenience
Branding Strategy
Small Farm
Accessible
Personalization
Premium Produce
Healthy Convenience
Classic Freshness
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Branding Strategy
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Design Development
Design Development
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Design Ideation Using the brand experience attributes as a jumping off point to conceive of specific opportunities for Sunkist.
This step of the design process is incredibly important as it is when the brand experience attributes are tested out to see if they can really provide substance for Sunkist to innovate and expand its brand. At this stage of the process I wanted to use divergent thinking exercises and flow charts to spitball possible ideas for how to expand Sunkist’s brand in a truthful and authentic way. All of these ideas and concepts were deeply rooted in the research and development period of the process. Understanding demand, trends, and consumers’ painpoints, wants and needs was essential to complete this. The ideas also were sourced from classmates who assisted in in-class divergent thinking exercises to help create ideas for possible designs.
Design Development
Small Farm
Accessible
Personalization
Premium Produce
Healthy Convenience
Classic Freshness
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Small Farm
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Design Development
Accessible
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Personalization
Design Development
Premium Produce
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Convenient Health
Design Development
Classic Fresh
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Design Development
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Preliminary Designs I took all of the research from the previous stages and used it to begin realizing possible final designs for the rebrand.
Concepts - Sunkist App - Lunar New Year Gift Set - Wellness Line - Ready Made Food - Produce Delivery - Kist Cosmetic Line - Sunkist Food Truck - Beijing Olympics Lunar New Year Pop Up - Juice Bar Pop Up - Sunkist Bed & Breakfast and Spa
Design Development
Sunkist App At the grocery store the consumer can scan the produce sticker on the piece of fruit and a unique code will tell them which Sunkist farm it was grown on. It will also say who the farmer is and their backstory, giving more transparency for the consumer to see where their food comes from. Unique and not done by competitors. Would be rolled out in the short term, in the beginning of 2021, preceded by a big PR push by Sunkist to bring it into the news.
Lunar New Year Gift Sunkist can extend its efforts to cater to Chinese Americans by offering a wider range of luxury gift sets and packages for the Lunar New Year. This can include collectible bulk boxes, individual orange boxes, as well as collectible gifts and decorations. Additionally investing in store displays that promote it, especially in Chinese grocery stores such as 99 Ranch.
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Wellness Line Sunkist has already licensed its name to vitamin c supplements but do it yourself health and supplements have become a lucrative and luxury market. Premium supplements, lemon cleanses, gut health shots, and health teas. Citrus is well known for its astringency, and its ability to alkalize and reduce toxins in the body. Sunwell will be a sub-brand of the food products line. Addresses do it yourself health movement through healthy eating.
Food To Go Sunkist will make Sunkist Fresh line of ready to go food and drinks. These will be be of a more premium quality and will be widely available in mid to high level grocery stores. Includes cold pressed juices, citrus confections and snacks, as well as alcoholic citrus drinks ranging from premade cocktails and citrus infused spirits. Will begin in the short term starting in 2022 with juices and select snacks and confections. Spirits will follow in 2025 once Sunkist Fresh has gained more brand loyalty.
Design Development
Produce Delivery Consumers can have fresh produce delivered to their house through a subscription service. Allows for them to try a wide variety of citrus products that are in season and for Sunkist to also include new products that they want to test on the market. This will be the first push by Sunkist to bring its produce into the national conversation around 2022. Eventually including its Sunkist Fresh products available to add to the subscription.
Kist Cosmetics A line of wellness and cosmetic products from Sunkist. Uses citrus essential oils and byproducts to create products that are sustainable, natural, and good for oneself. This can include fragrance or essential oils, lip balms, lotions, cleansers, deoderants, and hair care products. Branding for this will be entirely unique to the rest of Sunkist products.
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Sunkist Food Truck Will be deployed in key business areas of cities so that people before or after their commutes, or during lunch breaks, are able to purchase fresh produce. Could also be extended in mid-term planning from fresh fruit to also include fresh juices, smoothies, or ready to eat products. This will be part of Sunkists push for its produce to reenter the national conversation in 2023. Around 2024 Sunkist will put its Sunkist Fresh products available for purchase in its mobile vendors.
Beijing Pop Up Beijing will host the 2022 Winter Olympics and the opening ceremony will coincide with the Lunar New Year. Along with the increased international consumer and business presence in the capital Sunkist would open a pop up specifically celebrating it. It would sell gift boxes of Sunkist oranges and collectible Sunkist merchandise. Primarily this would cater to foreign visitors who want to partake in the festivities but also to Chinese nationals interested in a unique addition to their Lunar New Year tradition.
Design Development
Pop Up A pop up for Sunkist to allow a phsyical environmental touchpoint for consumers to interact with the brand. This could be a fast casual restaurant serving local organic food, or a market and gift shop. Mid-Term Begin in key West Coast cities (LA, Portland, San Francisco, Vancouver), then expand to the East Coast cities (NYC, DC, Toronto, Montreal, Boston). Long-Term Expand internationally to key cities in Europe and East Asia (London, Berlin, Amsterdam, Tokyo, Osaka, Seoul, Hong Kong, Shanghai, Bangkok)
Sunkist BnB/Spa An extension of agro-tourism and eco-tourism. Tourists would stay at property on the farm and would be treated to fresh food grown and prepared onsite. Consumers will also be able to participate in farming operations. Helps to build an emotional connection between the brand- specifically the farm and production side of it- and the consumer. It allows them to be involved in a key aspect of the brand. Sunkist should do this only if planning on going fully organic.
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Ten-Year Strategy
Design Development
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From these concepts I have conceived of a comprehensive 10-year strategy of how to execute them.
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Final Concepts From the ten broad concepts I chose four to concentrate on and more fully define and flesh out.
Sunkist App At the grocery store the consumer can scan the produce sticker on the piece of fruit and a unique code will tell them which Sunkist farm it was grown on. It will also say who the farmer is and their backstory, giving more transparency for the consumer to see where their food comes from. Unique and not done by competitors. Would be rolled out in the short term, in the beginning of 2021, preceded by a big PR push by Sunkist to bring it into the national consciousness.
Food Delivery Consumers can have fresh produce delivered to their house through a subscription service. Allows for them to try a wide variety of citrus products that are in season and for Sunkist to also include new products that they want to test on the market. This will be the first push by Sunkist to bring its produce into the national conversation around 2022. Eventually including its Sunkist Fresh products available to add to the subscription.
Design Development
Food to Go
Kist Cosmetic
Sunkist will make Sunkist Fresh line of ready to go food and drinks. These will be be of a more premium quality and will be widely available in mid to high level grocery stores.
A line of wellness and cosmetic products from Sunkist. Uses citrus essential oils and byproducts to create products that are sustainable, natural, and good for oneself.
Includes cold pressed juices, citrus confections and snacks, as well as alcoholic citrus drinks ranging from premade cocktails and citrus infused spirits.
This can include fragrance or essential oils, lip balms, lotions, cleansers, deoderants, and hair care products.
Will begin in 2022 with juices and select snacks and confections. Spirits will follow in 2025 once Sunkist Fresh has gained more brand loyalty.
Branding for this will be entirely unique to the rest of Sunkist products.
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Research & Discovery
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User Scenarios User scenarios are a way for brands to see how their products are used by consumers and how they intereact with the brand. It helps to make sure that a product is authentic and effective for those who use it.
Persona 01
Persona 02
Jessica
Ryan
Jessica is a 25 year old young woman in Brooklyn. She works in corporate PR, and as a result she has expendable income to spend on new products. She’s incredibly brand loyal, and when she finds a product that works for her she likes to stick to it. Her favorite brands include Joe and the Juice, Starbucks, Sweetgreens, Sephora, and Instagram.
Ryan is a 28 year old financial analyst in San Jose, California. Its a very young population in the Silicon Valley, so he is very social, and has an expendable income that he uses on video games. Health is a goal for him but its not important. He does not go out of his way to achieve a healthy lifestyle, so convenience is key for him from when he decides to invest in a brand.
Design Development
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Research & Discovery
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Persona 01: Jessica
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Scenario
01 7:10 am Jessica wakes up in the morning. Its cold and dry in New York and she has to get to work.
02 7:20 am She goes to the bathroom and washes her face and does her beauty routine with Kist products. She uses the lemon face wash to wake her up and the orange chia face scrub to ex-foliate her dry skin.
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03 8:00 am Jessica feels ready to take on the day, she wants to get to work early so she grabs a bottle of Sunkitchen orange juice to take on her commute to work.
04 4:00 pm
Your Current Box Status
Jessica is getting ready to leave work and she knows she will be hungry when she gets home. She checks her Sunkist app to see if her Sunkist box will be delivered when she gets home.
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05 5:45 pm Jessica gets home from work and sees that her Sunkist Box is waiting for her at the front door. She starts planning what to make for dinner.
06 6:00 pm Before Jessica thinks about dinner she makes herself a vodka soda, using the fresh limes that she just got in her Sunkist Box.
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Persona 02: Ryan
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Scenario
01 11:00 am Its a Saturday morning and Ryan goes to the grocery store. He is having a dinner party that night for some work friends he is trying to impress and is feeling slightly overwhelmed. He has never hosted anything so formal before.
02 11:10 am He knows that a dinner party should have an impressive central dish but he figures he’ll see something in the store and figure it out. When he gets to the produce section he sees a bin of Sunkist lemons. He feels uninspired so he pulls up the Sunkist App Farm Finder to get some inspiration.
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03 11:15 am He is delighted to see that the lemon was grown not far from his home in San Jose, California. He even sees who the farmer was. He makes note of this to tell everyone at the dinner where their food came from He wants to find out what to do with a lemon for dinner so he goes to the recipes tab.
04 12:45 pm A very delicious and easy salmon recipe with a lemon-miso glaze catches his eye. It lists out the ingredients so he knows what else to buy while he is at the store. It also lists out great sides, and how to adjust the recipe for dinner parties.
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05 12:50 pm When he gets home he kicks himself because he realizes that he forgot to get more limes for drinks that night. While his salmon is marinating he pulls out the Sunkist App again.
06 12:55 pm He goes to the Sunkist Box page and adds a week’s worth of limes to his Express Box, and also orders a bottle of Sunkitchen vodka for good measure. He submits his order and the app tells him it will be delivered in two hours.
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07 6:00 pm Ryan’s guests arrive and enjoy cocktails that he made with the products from his Express Box that just arrived that afternoon. They really enjoy hearing how knowledgeable Ryan is about where the limes came from and the story about his day of shopping.
08 6:30 pm Ryan takes the salmon out of the oven and serves it to his guests along with an arugula-yuzu salad that was suggested he serve with the miso-lemon salmon. His guests are enjoying the dinner party, and his manager tells him that he is really impressed with the spread from the evening.
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Brand Tag Line A tag line is an important shorthand that must distill the brand and its purpose into a short, digestible phrase for customers to understand a brand’s purpose before seeing it.
Farm to Staple The Golden State, Delivered Bring Home the Sun The Farm is at Your Table After creating several taglines, and testing them with various consumers with knowledge of the rebrand and the Sunkist brand, I selected “Bring Home the Sun” as the best tag line to use for Sunkist’s brand overall. It evokes the spirit of the brand as a staple of California produce, as well as referencing the convenience and accessibility that the brand is innovating in its rebrand strategy.
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Logo Design From refreshing the overall Sunkist logo to conceiving of the original individual product lines’ logos. Original Sunkist Logos
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Refreshed Sunkist Logo The current Sunkist logo has incredible recognition, so there was no need to redesign it completely. Instead I decided to do a refresh of the logo by updating the typeface and making the logotype all lowercase.
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The typeface used in the refreshed logotype is Untitled Serif by Klim Type Foundry.
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Kist Identity Kist Logo The Kist logo draws on the serifed elegance of the original Sunkist logo. The connect ligatures of the S and T denote the tactile element of the sub-brand while the orange blossom reminds the user of the product’s connection to nature and the farm.
Design Development
Kist Colors Adapting Sunkist’s primary colors to a lighter, taupe tone. Particularly the yellow and the dark blue, denote a more exclusive brand identity, while still connecting it to the main Sunkist brand.
Pantone P 2-2 C
Pantone P 108-8 C
Pantone P 50-16 C
Pantone P 2-1 C
Pantone P 104-2 C
Pantone P 49-11 C
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Branding Guideline
Sunkist Rebrand The final outcome of this project was four products which were designed and digitally prototyped.
Sunkist App
Sunkist Delivered
The Sunkist App is the hub of the new Sunkist brand and will be the first stage in its new identity.
Sunkist Delivered is a produce and product delivery service. It is capable of being used for subscription boxes, where the user can personalize a box to be delivered on a weekly basis, or it can be used for individual orders with an express option.
The app features a collection of recipes, as well as the ability to order Sunkist products delivered to ones house, on demand or on a subscription basis. Another main feature of the app will be the Farm Finder. Here users will be able to scan the unique laser label on their produce which will lead them to find out where their produce was picked and who the farm is owned by.
All of this can be done using the Sunkist App, where the user can explore the range of Sunkist products and add them to their box. This can include fresh produce, as well as anything from the Sunkitchen or Kist line of products.
Branding Strategy
Sunkitchen
Kist Cosmetic
The Sunkitchen line of products are an answer to the demand for fresh, ready to go products, that also meet consumers need for healthy convenient food.
The Kist Cosmetic line of products is meant to distinguish Sunkist as not just a premium product brand, but also a premium lifestyle brand.
The brand will include cold pressed, fresh juices made from Sunkist produce. It will also include energy bars, marmalades, and honeys.
With Kist users will be able to incorporate Sunkist products even more fully into their daily routine.
The Sunkitchen line will also include a range of citrus flavored alcohols such as vodkas, limoncello, and premade, canned cocktails.
The Kist line of products will consist of organic and GMO-free lotions, deodorants, facial scrubs, and essential oils for discerning consumers. The brand will have a completely different identity from the rest of the Sunkist family of products.
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Sunkist App
The Sunkist App is the hub of the new Sunkist brand and will be the first stage in its new identity. The app features a collection of recipes, as well as the ability to order Sunkist products delivered to ones house, on demand or on a subscription basis. Another main feature of the app will be the Farm Finder. Here users will be able to scan the unique laser label on their produce which will lead them to find out where their produce was picked and who the farm is owned by.
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App Wireframes
App Icon
Call to Action
Explore Page
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Entree Recipes
Fruit Profiles
Recipes
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Lunch Recipes
Drink Recipes
Dessert Recipes
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Appetizer Recipes
Salad Recipes
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Dessert Recipe Profile
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Drink Recipe Profile
Salad Recipe Profile
Sunkist Box Homepage
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User Profile Page
Farm Profile
Fruit Scanner
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As the Sunkist App will be a part of a larger branding strategy to put Sunkist back into the broad public conscious, campaigns promoting Sunkist will go into effect as such here. These ads reference the iconic Sunkist ads of the ‘50s and ‘60s with a modern interpretation.
As the Sunkist App will be a part of a larger branding strategy to put Sunkist back into the broad public conscious, campaigns promoting Sunkist will go into effect as such here. These ads reference the iconic Sunkist ads of the ‘50s and ‘60s with a modern interpretation.
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Sunkist Delivered
Sunkist Delivered is a produce and product delivery service. It is capable of being used for subscription boxes, where the user can personalize a box to be delivered on a weekly basis, or it can be used for individual orders with an express option. All of this can be done using the Sunkist App, where the user can explore the range of Sunkist products and add them to their box. This can include fresh produce, as well as anything from the Sunkitchen or Kist lines of products.
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As the Sunkist App will be a part of a larger branding strategy to put Sunkist back into the broad public conscious, campaigns promoting Sunkist will go into effect as such here. These ads reference the iconic Sunkist ads of the ‘50s and ‘60s with a modern interpretation.
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As the Sunkist App will be a part of a larger branding strategy to put Sunkist back into the broad public conscious, campaigns promoting Sunkist will go into effect as such here. These ads reference the iconic Sunkist ads of the ‘50s and ‘60s with a modern, pop art interpretation.
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Sunkist Delivered Van
Side View
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Back View
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Sunkitchen
The Sunkitchen line of products are an answer to the demand for fresh, ready to go products, that also meet consumers need for healthy convenient food. The brand will include cold pressed, fresh juices made from Sunkist produce. It will also include energy bars, marmalades, and honeys. The Sunkitchen line will also include a range of citrus flavored alcohols such as vodkas, limoncello, and premade, canned cocktails.
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Cold Pressed Charcoal Lemonade Fresh and organic, ready-to-go products from Sunkist. Making health convenient, finally.
Cold pressed juice contains all the essential nutrients of regular juice, but with none of the lost nutrients, or the added sugar or harmful, unnecessary preservatives. Charcoal lemonade is the perfect cleanser for the gut and the liver.
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Compostable Plastic Cap
Compostable Plastic Bottle Soy Ink
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lemon + charcoal cleanses the gut and liver
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Cold Pressed Orange Juice Fresh and organic, ready-to-go products from Sunkist. Making health convenient, finally.
Cold pressed juice contains all the essential nutrients of regular juice, but with none of the lost nutrients, or the added sugar or harmful, unnecessary preservatives. This orange juice is perfect substitute for the normal carton, and will start your day off with a kick of Vitamin C, or as a mid-day nutrient pick up.
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Compostable Plastic Cap
Compostable Plastic Bottle Soy Ink
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Cold Pressed Blood Orange Juice Fresh and organic, ready-to-go products from Sunkist. Making health convenient, finally.
Cold pressed juice contains all the essential nutrients of regular juice, but with none of the lost nutrients, or the added sugar or harmful, unnecessary preservatives. The deep bittersweet flavor of blood orange is a great change from traditional orange juice.
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Compostable Plastic Cap
Compostable Plastic Bottle Soy Ink
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Cara Cara Marmalade Fresh and organic, ready-to-go products from Sunkist. Making health convenient, finally.
Orange marmalade is a quintessential British, tea time staple, which is why Sunkist has made the Cara Cara marmalade. Made with the Cara Cara varietal of orange, this uniquely pink spread is a refreshing addition to you English muffin, or stirred into your morning oatmeal.
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Compostable Plastic Bottle
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Orange Blossom Honey Fresh and organic, ready-to-go products from Sunkist. Making health convenient, finally.
Honey and citrus go handin-hand. Some of Sunkist’s most enthusiastic employees are thousands of honey bees, who pollinate the orchards and provide high quality honey as the fruits of their labors. Sunkist has collected the honey from Sunkist hives to provid premium honey to avid Sunkist fans.
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Lemon Vodka Fresh and organic, ready-to-go products from Sunkist. Making health convenient, finally.
Sunkist’s Sunkitchen extends its commitment to providing organic, and singularly sourced products to its line of alcohol. Lemon infused vodka is made from fresh organic, Sunkist lemons and is distilled in small batches in San Luis Obispo, California with organic wheat.
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Limoncello Fresh and organic, ready-to-go products from Sunkist. Making health convenient, finally.
Sunkist’s Sunkitchen extends its commitment to providing organic, and singularly sourced products to its line of alcohol. Limoncello, a traditional Italian lemon liqeuer, is made from organic Sunkist lemons, and is distilled in small batches in San Luis Obispo, California.
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Recycled Paper Label
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Moscow Mule Fresh and organic, ready-to-go products from Sunkist. Making health convenient, finally.
Sunkist’s Sunkitchen extends its commitment to providing organic, and singularly sourced products to its line of alcohol. Sunkist takes the hassle out of making the perfect cocktail by mixing it for you. The Moscow Mule is perfect for anything from an end of the day drink, to a perfect BBQ addition.
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Soy Ink
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Mimosa Fresh and organic, ready-to-go products from Sunkist. Making health convenient, finally.
Sunkist’s Sunkitchen extends its commitment to providing organic, and singularly sourced products to its line of alcohol. Sunkist takes the hassle out of making the perfect cocktail by mixing it for you. The Mimosa is made with premium prosecco, and cold-pressed cara cara orange juice
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Whiskey Sour Fresh and organic, ready-to-go products from Sunkist. Making health convenient, finally.
Sunkist’s Sunkitchen extends its commitment to providing organic, and singularly sourced products to its line of alcohol. Sunkist takes the hassle out of making the perfect cocktail by mixing it for you. The whiskey sour is made with organic cold pressed lemon juice, and premium whiskey.
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Kist Cosmetics
The Kist Cosmetic line of products is meant to distinguish Sunkist as not just a premium product brand, but also a premium lifestyle brand. With Kist users will be able to incorporate Sunkist products even more fully into their daily routine. The Kist line of products will consist of organic and GMO-free lotions, deodorants, facial scrubs, and essential oils for discerning consumers. The brand will have a completely different identity from the rest of the Sunkist family of products.
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Lemon Aloe Lotion Natural cosmetic and skincare products, derived from organic California citrus.
The lemon-aloe lotion is derived from organic Sunkist lemon essential oil, and organic, ethically sourced Mexican blue aloe leaves. It soothes and heals the skin, leaving the user refreshed and ready to take on the day.
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Compostable Plastic Cap
Green, Reclaimed Glass
Biodegradable, Recycled Paper Label
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Lemon Coconut Oil Deodorant Natural cosmetic and skincare products, derived from organic California citrus.
Kist’s lemon and coconut oil deodorant is a natural way to smell fresh all day long. Coconut oil and lemon has long been a natural and non-harmful beauty hack, but Kist’s formula makes it so the user no longer has to rely on making their own.
With no antiperspirants or harmful aluminum, like most other deodorants on the market, Kist’s lemon and coconut oil deodorant eliminates body odor, with a uniquely California fresh scent.
Compostable Plastic Packaging
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Coconut Oil + Lemon is a Natural Deodorant
Soy Ink
Biodegradable, Recycled Paper Label
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Orange Essential Oil Natural cosmetic and skincare products, derived from organic California citrus.
Kist’s orange essential oil is made solely from cold pressed oil from fresh orange peels. The oranges are singularly sourced, and always organic and GMO free. This essential oil is perfect for aromatherapy, dropped in a bath, or used as an air freshener in any essential oil diffuser.
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Recycled glass dropper
Compostable Plastic Cap
Green, Reclaimed Glass
Soy Ink
Biodegradable, Recycled Paper Label
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Bergamot Chia Scrub Natural cosmetic and skincare products, derived from organic California citrus.
This face scrub is made from astringent and fragrant bermamot oil which refines your face and cleanses your pores. Organic Peruvian chia seeds hydrates and ex-foliates the skin, cleaning out the pores and repairing dry patches of skin on the face.
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Recycled Aluminum Cap
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Reclaimed Glass
Soy Ink
Biodegradable, Recycled Paper Label
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Sunkist will be for sale, not just on the Sunkist App, but also in retail stores such as Sephora, Fred Segal, and select individual boutiques.
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Acknowledgments
While I was the individual who executed this project it took a whole team to bring it to the final deliverable that is enshrined in this book. First and foremost I must thank my professors James Chu, and Gerardo Herrera whose tireless input and expertise pushed my design and strategic thinking beyond what I considered to be the limits. My classmates and cohorts in my MFA program gave me invaluable input each week and pushed me to do better. I want to thank Jennifer Bahng, Adeline Cao, Xiaoying Ding, Alexa-Jia Deng, Violet-Viul Huff, Konosuke Matsushita, Miky-Haozhe Li, Meijun Liu, Yicen Liu, Paige Sellers, Yoko Yoon, MingMing Zheng, and Jessie-Jianxi Zou. Special thanks to MJC Ranches for allowing me to film and take photos of their orchards. Laurie Moore, Jenna Moore, and Mary Lou Cavaletto for providing me with many archival photos. Mike Cavaletto for his 80 years of experience as a Sunkist farmer. And finally Cory Hall for his unending support and branding/design expertise that are among the main reasons why I am so proud of this project.
Dedication
When I chose Sunkist as the subject of this project I knew it as a company committed to its farmers. Sunkist is the reason that I have been afforded the privilege that I have had to pursue a higher education, and by extension is the reason that I can be a graphic designer. This book, and this project is dedicated to the small farmers of America who work under grueling conditions, sacrifice luxuries, sleep, and many conveniences. They do so because they believe in the higher purpose of feeding the hungry, protecting the planet, and preserving among the most ancient human practices of tilling the soil, planting the seed, watering the earth, and reaping and sharing the rewards. Farming is among the most noble traditions. It is a life of back-breakingly hard work, supplemented with anonymity. It is my hope that in this project I have honored those who continue this tradition today, and that I may help to further educate people of the beautiful sacrifices that the small farmer makes on our behalf.
“The ultimate goal of farming is not the growing of crops, but the cultivation and perfection of human beings.” – Masanobu Fukuoka