Challenge

With the bar set high, it became clear that the previous visual identity didn’t fully reflect the values and achievements of Westfalia Fruit as a company and had to be enhanced to ensure the new website would meet the set goals.

To ensure Westfalia Fruit's positioning is recognised by its audiences, the visual identity had to be elevated to better align with its values and achievements.

To realise an elevated visual identity we started with a brand foundation assessment. We worked closely with a group of key stakeholders to fully understand the values and beliefs of Westfalia Fruit and define what differentiates Westfalia Fruit from other companies in the fresh produce industry.

Given the brand recognition and equity that Westfalia Fruit already has within the industry, the strategic decision was made to opt for an evolution making sure the elevated visual identity would feel both familiar and modern. 

Solution

Westfalia Fruit stands out amongst competitors based on 5 pillars. They have a long-standing heritage which values both sustainability and community building. On top of that, they have an ongoing commitment to innovation and quality which pushes the whole market forward. This balance between preserving the old and embracing the new became the foundation of the new visual direction.

The new typography is a mature, distinctive font which strongly reflects the heritage and leadership position of the brand. It is paired with an approachable, modern font that is better suited for longer texts. The colour scheme was refined to create a more cohesive set which is better suited for screens. Custom illustrations were created in an encyclopaedic style to honour the brand's heritage and focus on quality. The portfolio is presented with high-quality imagery of products presented as if floating in the air, adding a playful twist to the website. Bringing all these brand assets together, allows Westfalia Fruit to confidently express its values and beliefs, helping them resonate better with their audiences.

Crafting the new visual identity in-house allowed us to achieve a seamless digital implementation within the new corporate website. A clear information architecture for the website was defined first, allowing us to keep the main navigation simple and help visitors find what they’re looking for with ease.

Another benefit of this approach is that it helps the client itself understand where to place each piece of information, preventing the site from becoming cluttered over time. By adopting a mobile-first design approach, we ensure optimal website performance for any device including desktop, tablet and mobile.

We also created an immersive, standalone experience page that uses visual storytelling to show how Westfalia Fruit sustainably grows high-quality avocados. Fully supported by animations, scrolling effects, and interactions, these story elements are brought to life in a truly memorable and captivating way.