The Michigan-based company will unveil its farmer-focused rebrand at Fruit Logistica, featuring innovative augmented reality labels
Michigan-based North Bay Produce has announced a comprehensive rebrand that it said ”underscores the heart and soul of their company: the farmers”.
The rebrand, featuring a new logo created in partnership with Veritiv’s internal specialised branding and design agency, Vine, ”bridges the gap between North Bay’s vision and a viable, farmer-focused package design”.
In what it described as ”a transformative move” and to help better tell its story, North Bay has also integrated an innovative augmented reality (AR) experience into the new packaging.
The brand reveal will be launched at Fruit Logistica in Berlin, which begins on 4 February.
At the core of the rebrand is the farmer, it said, a symbol that represents North Bay’s commitment to connection, cooperation, and global reach.
“Our farmers’ dedication and work ethic are the driving forces behind North Bay’s sustained success since 1984,” said Brian Klumpp, director of marketing at North Bay Produce.
“By focusing on varietal development and expanding our global farmer-owner portfolio, we continue to elevate our performance and share the compelling stories of our farmer-owners.”
North Bay’s new branding incorporates AR labels designed to ’bring the North Bay farmer to life’, guiding viewers through a 3D farm diorama and sharing the stories behind the farms.
“This AR technology gives us an avenue to tell a story and connect the consumer to where their fruits and vegetables are being grown, how they’re being grown, and new and exciting varieties being grown,” explained Nick Osmulski, North Bay’s president.
”This is something that retailers have been asking for, and we’re excited to bring this new storytelling opportunity to our customers’ produce departments for the consumers.”
The farmer in North Bay’s new logo is identified as a ”timeless, universal figure”, representing North Bay’s diverse men and women farmers from every era and corner of the globe.
”The essence of North Bay is its people,” Osmulski outlined.
“Between the great group of farmers that make up North Bay and the team of employees around the world, it’s truly an amazing group of people working together every day that drives the success of the company.”
“North Bay is thriving, and this moment gives us the opportunity to emphasise what’s behind that success – our people,” Klumpp added.
“While we’ve long been a quiet and humble company, we now embrace the chance to modestly yet clearly share why our story is worth knowing.”
