Grimmway Farms, the world’s largest carrot grower from California’s lush Central Valley, wanted to place an honest-to-goodness, fresh-fruit-and-veggies line of beverages into the fast-growing premium refrigerated juice category, and recruited McLean Design to help create a new brand that captures the essence of their family farm growers.
McLean Design took a good look at the category and determined there was ample room for a homegrown, farm-to-table entry to compete directly with proven heavyweights Odwalla and Naked and celebrated upstarts like Evolution. Named True Organic, the new line captures the small town nature of a family-run farm stand, with the farmer as hero of his own tale, bringing goodness straight from the earth to your local grocer. True to its name (pun intended), minimal labeling that reveals the juice proves the brand has nothing to hide — a stand-out among its shrink-wrap cloaked competitors.
Response to this one-and-only all-organic juice brand has been enthusiastic, with both local retailers and national chains growing their footprint daily. True Organic’s great flavors and honest ingredients have found enthusiasts among organic-only true believers and health-minded consumers alike. Look for it at your hometown grocers soon.
BRAND STRATEGY, BRAND NAMING, BRAND DESIGN, PACKAGING DESIGN, FLAVOR SYSTEM, SALES MATS