Wholesum Harvest is just as wholesum as the day it started — so much so, that it is now just Wholesum!
As part of a much-anticipated brand refresh, Wholesum will be phasing in its new packaging, POS, and consumer facing brand collateral in the following months., and consumers will begin to see its brighter, cleaner, organic and contemporary look and feel at the 2019 Global Organic Produce Expo in Hollywood, FL.
Wholesum’s core brand identity is defined through its new tagline — “Grown for Good.”
“As our brand evolves, so does our look and feel without compromising our mission," stated Ricardo Crisantes, chief commercial officer of the company. "We are growers of healthy, organic produce. Through our responsible methods, we protect the health of our workers, consumers, and the environment."
As organic growers and pioneers in the fair trade movement both in the United States and worldwide, the mission for “good” is always going to be a stake in the ground for Wholesum. This brand refresh is also accompanied by a revamped logo . While remaining reminiscent of the old logo, the new one is cleaner and evokes more presence. A capital W now replaces the lowercase w in Wholesum. Retailers and consumers will also notice a more minimalistic approach with fewer design elements, creating a simpler, yet more powerful image.
Apart from removing “Harvest,” the new design has done away with the brown background and replaced the leaves with a simple yet iconic leaf above the "o". This simplification of the logo allows it to emit its full presence in constrained spaces.
The brand refresh is taking place after some of the most transformative years for Wholesum. In 2017, Wholesum introduced the first Fair Trade certified farm in the United States and in 2018 began a new venture as organic berry growers and distributors.
“Wholesum has always been a progressive and evolving entity. This is why we are updating our brand — to be relevant in this fast-paced and growing industry,” stated Crisantes. Because Wholesum is a brand that customers already relate with, this refresh was a natural next step in efforts to simultaneously unify and diversify."
