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The Project

Known as ‘The Avocado Whisperer’, Ang, the owner of Delicious is not your average market vendor – she sells avo’s with attitude, sourcing the freshest, biggest and most delicious avos form her family orchard in Gisbourne. What Ang does not know about avocados isn’t worth knowing.

A crowd favourite at her local, the Oxford Farmers Market, Ang was looking to expand her business from operating out of her retro camper one day per week throughout the avocado season to bring more of her green goodness to the good people of the greater Canterbury region, this is when our love affair with Ang’s avos began.

We needed to step away from the existing monochrome brand and reposition ‘Delicious’ as a boutique / artisan vendor, hero the avocado and differentiate from other retailers on the produce market scene.

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The Process

Out with the old and in with the new, we ditched the monochrome brand that was failing to connect with the Delicious audience and introduced colour, character and personality. Although Delicious also sells other seasonal produce year round, Ang wanted to hero the avocado. So that is what we did!

After sampling the goods we knew what needed to be done. We used handcrafted fonts and illustration to give the brand an artisan look and feel and combined them with a pop of green for vibrancy and freshness. The playful layout, typography and one liners (‘eat ya greens’ and ‘av one on us’) through out the Delicious collateral pack punch and give the overall brand a personality that really connects with its audience.

The tags ‘Fresh NZ Produce’ and ‘Orchard to Table’ speak to the freshness and locality of the produce on offer. The recycled paper and chalkboard backgrounds incorporated in the design are suggestive of the market atmosphere and Delicious’s commitment to recycling and sustainability.

The overall brand experience is packed with personality and really speaks to the delicious audience, just like Ang and her avocados.

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The Results

Avocados to the people! Delicious is now a regular at the Oxford and Lyttleton Farmers Markets as well as having a stall at the well known Riverside Market in Oxford Terrace where you can get your hands on the most delicious avos 7 days a week along with other fresh seasonal produce year round! Delicious has gained a loyal following and their loyalty program ‘av one on us’ has been a real hit.