Wild Coast Fruit Co.

Pacific Coast Fruit Packers needed a fresh, market-ready retail brand that captured the spirit of the Pacific Northwest while standing out on the shelf in a competitive dried fruit category. They wanted a brand that could speak to both the natural origins of their products and the premium quality their customers expect.

Challenge

The challenge was to develop a complete brand identity that included a memorable name (Wild Coast Fruit Co.), impactful logo, and cohesive packaging system. The goal was to create a brand that not only resonated with consumers but also provided the flexibility to expand into new product categories, including fruit juices and dried fruit, without losing its connection to its Pacific roots.

Aaron delivered a brand that didn’t just sell help our products, but told a story. A story of wild coastlines, fresh flavours, and the adventurous spirit that fuelled them all.

Brand Strategy + Logo Development

As the lead creative, I developed the Wild Coast Fruit Co. brand from the ground up, including the name, logo, and overall brand direction. This included defining a visual identity that reflects the Pacific Canadian roots of the brand, balancing the rugged coastline vibe with a clean, modern aesthetic that feels fresh and approachable. The result is a brand that stands out on the shelf while telling the story of Canadian-grown produce.

Photography and Art Direction

I art directed the entire fruit photography process, working with colleagues we sourced Canadian photographers to capture the essence of the Pacific coast. This included developing a distinctive photographic style that highlights the natural beauty of the fruit, focusing on bright, authentic imagery that reinforces the brand’s connection to its roots. This approach helped set a consistent tone across all brand touchpoints, from packaging to digital content.

Packaging

The Wild Coast packaging was designed to make an impact at retail, combining matte and gloss finishes for a standout presence on the shelf. Working closely with our print partners, I ensured the final product captured the freshness and quality of the fruit, using clean, bold typography and vibrant photography to create a premium look that attracts attention in a crowded market.

Website + Digital Direction

I extended the Wild Coast visual identity to digital, defining the brand’s online presence and creating a seamless transition from packaging to web. This included art direction for web imagery, focusing on the same bright, authentic tones used in print, along with a user-friendly design that highlights the brand’s story and products.

User-Generated Content (UGC)

To strengthen the brand’s connection with its community, we integrated user-generated content into the digital strategy. This approach encouraged customers to share their own Wild Coast experiences, creating a sense of community around the brand and reinforcing its authentic, Canadian roots.

Impact

• Developed a cohesive brand identity that connects the product to its Pacific Canadian origins, reinforcing authenticity and premium quality.

• Art directed all product photography, creating a consistent visual style that highlights the natural beauty of Canadian-grown fruit.

• Designed packaging that stands out on the shelf, using a combination of matte and gloss finishes for a premium, tactile experience.

• Built a digital presence that extends the brand’s story online, incorporating user-generated content to foster community engagement.

• Created a visual language that seamlessly connects packaging, digital, and retail, building a strong foundation for future product expansion.

• Established a clear, adventurous brand voice that captures the essence of ‘fuel your adventure’ and connects with active, health-conscious consumers.

Conclusion

Wild Coast Fruit Co. launched as a brand that tells the story of its origins in British Columbia, celebrating the natural environment that fuels every adventure. With a strong brand identity and cohesive visual direction, the brand quickly established itself as a standout on the shelf, connecting with consumers through authentic storytelling and high-quality design. The campaign also included a hashtag that captured this adventurous spirit, creating a unified message across all platforms. Agency: Crew Marketing Partners