Prima Wawona, a fully integrated stone fruit company, has completed a major rebranding: an updated logo, new website launch and new packaging.

"This is the best time to engage in our branding as we approach the upcoming 2022 stone fruit season," said Lisa (Davis) Corrigan, director of marketing. "The world has changed and so have consumer demands. It is more apparent than ever that the leader in the stone fruit industry must adapt to the changing times by giving consumers resources to guide purchasing and usage habits while continuing its tradition of providing consistently fresh, flavorful and healthy fruit."

Prima created a look that embraces the history of the company while incorporating elements that are important to the customer and consumer. The newly designed portfolio incorporates the new logo and QR codes. The freshly launched website is a consumer-friendly resource that features recipes, where to buy, our practices and a customer portal. The brand’s revived identity along with enhanced profiles on Instagram and TikTok (@primawawona) will be key sources for consumers to learn, explore and interact with the brand on and off season.

Prima Wawona collaborated with BrandFirst Creative Agency in Hackettstown, NJ, to create an integrated brand experience that implements the strategic positioning and new branding consistently across a variety of online and offline touchpoints, from packaging and merchandising to digital and social media marketing.

“As Prima Wawona’s creative agency partner, we were tasked with refreshing the company branding,” said Brec Morgan, vice president of BrandFirst. “It was important to stay true to the history of Prima Wawona, while also capturing a modernized look and feel that will be relevant for many years to come. We finessed the lettering and incorporated vibrant colors to communicate the fresh, superior quality of the brand. Working with the whole Prima team was amazing. Throughout the project, we collaborated and were truly an extension of their team. We are very excited to continue our partnership and extend the brand across various customer and consumer touchpoints to be a premier brand in the produce category.”

“It was important for our company to rebrand in such a way as to refresh our style while at the same time bringing continuity to our brands across the spectrum of our packaging, marketing, social media, website, and all the way down to something as simple as PLU labels," said Kevin J. Kollock, Prima Wawona CCO. "We even went so far as to develop brand standards around our message — arriving at consumer-centric content that focuses on what we are known for: fresh, juicy, tasty, healthy and high-quality stone fruit from our tree to your table.”