Salix Fruits has unveiled a new image as it celebrates its first decade in business. Founder Juan González Pita said that when he set up the company in 2011, he bought the logo from a website for less than US$25.
Having doubled its sales in the past year alone, he said the new branding reflected the company’s continued growth and expansion on its journey towards becoming an established global brand.
"With the correct DNA and the right dose of audacity, a brand is capable of building a niche, dominating the market and broadening its horizon," he said, highlighting last year’s record sales, the company’s newly released app and expanding and consolidated team.
“This rebranding was the result of adopting a holistic approach to define voice and presence in the market.
“We pride ourselves on being smart, flexible and agile; the new brand reflects those characteristics.”
Looking back on Salix Fruits’ start-up days, Matías Sánchez said: “as in any growth process of a new company, every step we took was a result of analysing the market, adapting and accommodating to each change.
“Being a benchmark brand in the market forces you to be in constant development and try to reach where others cannot.”
As part of this relaunch of the brand, Salix Fruits also launched its own app to improve the experience of customers and producers who sell fresh fruit in both hemispheres.
The platform allows customers and producers to download the app to their phones and keep track of all the products that the company has with images of the fruits they offer, the origin, and the price, among other functionalities.
"The renewal of the brand has been the culmination of almost a year of market analysis and hard work. After several tests, we achieved the expected result," said Marcos Llerena, from Mandarina, the studio that was in charge of the current rebranding.