Paramount Citrus is a California-based citrus grower, shipping some 300,000 tons of fruit annually throughout North America and the Pacific Rim. In 2006 they left the Sunkist cooperative to market their citrus varieties under their own Paramount Citrus brand. Paramount Citrus needed a striking retail identity to appeal to retailers and consumers, but more importantly, one that helped them define and hold their own in the citrus industry.
"We knew the Paramount Citrus identity had to work hard in an already crowded marketplace and that it would be reproduced on materials as diverse as environmentally-friendly kraft cartons and fruit stickers," said David Garcia, Creative Director of the CoreBrand Los Angeles office. The new logo emphasizes the fruit's freshness with elements taken from the grove: trees, leaves and sun. Its bold, bright shapes read clearly in small sizes on fruit stickers, as well as on packaging and point of sale materials, where it is supported by a distinctive visual system.
The orange, yellow and green color palette reinforces the natural freshness of the produce, while photographs capture the Paramount Citrus employees reacting to the sweet and tart flavors of the fruit.