Graceland Fruit – Branding
Situation
Since 1995, the Graceland brand has been built on product innovation and quality but the brand has continued to evolve and expand over the years.
Action
Graceland’s first and only logo was designed in less than a day and the first brand of whole pieces of falling fruit morphing into dried, sliced, and diced dried fruit pieces
was first drawn on a chalkboard in the Graceland conference room.
O’Neill Communications has consistently responded to the changing and expanding needs of Graceland Fruit as the brand evolved and market opportunities emerged including:
- Acquiring Freeze-Flo® soft frozen fruit technology from Rich Products Corporation which was relaunched by Graceland as Soft-N-Frozen™
- Introducing exotic fruit ingredients such as mangoes, pineapples, mandarin oranges and more were introduced into the product line.
- Launching its infused dried vegetables and extended life Fridg-N-Fresh® vegetables products in 2004.
- Partnering with Otsuka American Foods to offer Wild Veggie™, in 2007.
- Adding additional drying capacity in 2009, O’Neill Communications renewed marketing efforts on its dried vegetable products.
The evolution of the Graceland brand can be seen in the marketing materials, Web site, trade show booth, and its international marketing materials. O’Neill Communications has continued serving Graceland’s branding and marketing needs through this evolution and our work includes web site design/ management, trade show booth design/management, and full marketing support.
Results
Today, Graceland Fruit is the world’s largest provider of infused dried fruit and vegetable ingredients and has grown from zero to $60 million in revenues since the mid 1990s.
