Taking it to new places.
Usually when we engage with a client on a brand project, we state (what may be) an obvious truth: A brand isn’t just a logo, or a font, or what colors you use—it’s a complete representation of who you are as it reflects into the world. It turns out, our work on SweeTango is a good example of this.
When we first started working with SweeTango, its brand had a foundation. The aforementioned logo (although we did tweak it ever-so-slightly), a color palette—you get it—the essentials. But more (delicious) research was needed. We learned how competitors positioned themselves, and sweetly shouted to the apple trees a new brand rally cry which we’d bring to all we created.
This is No Ordinary Apple.
As such, everything we did from a brand perspective had to be unexpected.
Green is the color.
Starting with how we treated colors and packaging, most specialty brands gravitated toward swaths of red (take note of this when you go to a store and see all the boxes side by side). What we never saw in abundance was green—a green that gives consumers the sensation of a tree’s leaf at its peak, that particular shade of blue-green, accompanied by glistening, red-ripe fruit begging to be picked and crunched on the spot.
The Mackinaw peaches, Jerry!
All of our messaging hinges on the exclusivity—eliteness if you will—of this very special apple. It’s only in season for a few months (like Cosmo Kramer’s fabled Mackinaw Peaches) so we count down the season open, provide tools for where to find the apples (incentivizing stores to carry them in a trade marketing maneuver), and pump up apple fans every season.
Looks are everything.
Our approach to social carries this through as well—we look at what everyone else is doing in the market and throw it in the trash—aiming for visuals, design, and headlines that jump off the page and turn heads.
What we aim to do with SweeTango’s brand and execution in the marketplace is to show how truly extraordinary this marvel is—aligning how they’re seen in the world with the lead of “No Ordinary Apple.”
About the client
People are really obsessed—known for its crisp, sweet, and zesty flavor, SweeTango apples amass a fandom like no other. They’re found in grocery stores near you, and we work with growers to boost wholesale efforts, and also send out word to consumers about this extraordinary fruit.
For eight seasons and counting, we’ve established a brand platform that scales across regional growers, and is an intentional evolution of creative output. From retail packaging to TikTok to website and consumer and buyer marketing programs, our creative connects with audiences using consistently fresh brand design and personality.