US fruit distributor-marketer Turbana Corporation has unveiled a new identity, including a corporate logo and fruit label, both inspired by bananas but abstract enough to be interpreted as any tropical fruit, which is a growing segment for the company.
“It’s a complete redesign, not an evolutionary change,” Marion Tabard, Turbana’s director of marketing, said in a company press release. 
“We are a large but modern, innovative corporation. We are focused upon family values and our dedication to fruit quality, fast response times to our customers’ needs, and corporate responsibility is paramount. The objective of our new communication strategy is to reflect those commitments and help us better convey our philosophy.”
The move will entail a redesign of all packaging, shipping materials, collateral and website, and will also serve as the foundation for a brand new communications strategy and campaign.
“In a commoditized market, branding is crucial and we want to make sure that our customers understand the differentiation and value that Turbana fruits offer,” Ms Tabard added.
“Besides having top quality fruit and customer service, we have been on the forefront of social responsibility for decades and Turbana is the number one importer of Fairtrade bananas in North America. Those are huge values that our fruits and brand bring to our customers and the consumer.”
Turbana is one of the leading distributors of bananas in the world and the number one importer of plantains and certified Fairtrade bananas in North America.
The group is owned by Uniban – the world’s largest grower-owned banana company – and Fyffes – one of the biggest tropical produce importers and distributors in Europe.
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