Frances Dillard
Director of Marketing and Global Brand Lead
Driscoll’s
Putting the joy back into every punnet.
Fresh produce is one of branding’s toughest categories.
Most players are regional, interchangeable, or invisible. Driscoll’s is the exception. Family-owned with over a century of farming heritage, it has grown into a global leader through a network of independent growers.
As the business grew internationally, the time came to strengthen its brand, ready for a new season of success. The opportunity: move beyond functional, fresh berries and create a deeper emotional connection with people.
To create a juicier brand story, we dove deeper into what makes Driscoll’s truly unique. Their berries don’t just taste better—they make moments better. From pancakes to picnics to parties, they turn the ordinary into deliciously joyful.
And that idea became the foundation for a new brand story that could be told the world over.
The identity brings the Drsicoll’s sunshine-soaked spirit bursting into life. Hand-crafted prints reflect the care behind every berry and alongside a foodie color palette and natural photography, the brand now celebrates fruit, family and flavor.
With a new set of guidelines, website and packaging, we made sure the brand was ripe and ready for growth. Today, Driscoll’s makes up around a third of the U.S. berry market and supplies grocery stores in more than 20 countries - equipped with a brand identity worthy of its success story.
