Flavorite takes on brand new look

Flavorite has unveiled a refresh of its brand introducing a new logo and tagline, Flavour for life.

It is the first update to the company’s brand since it was founded nearly 30 years ago by Warren Nichol and Mark Millis, who decided on the name Flavorite stemming from the mantra “you’ve got to get the flavour-right”.

Marketing and communications manager Tom Millis said the play on words and Flavorite’s iconic fruiterer logo stood the test of time but the merger of three Flavorite businesses in 2020 and the purchase of the Murphy and Tatura Fresh businesses in 2021 provided the perfect opportunity to reassess what the brand now stood for.

Flavorite engaged a Melbourne-based branding agency The Key Branding, to help walk the through an in-depth brand discovery process. Mills said the Flavorite team soon realised the old brand did not represent the business’ growing footprint.

With four production sites across Victoria and several capital projects underway, Flavorite’s growing area is set to reach 90ha. Within the next five years the business plans to have over 120ha of growing area and further diversify its product portfolio as it expands beyond tomatoes, capsicums, cucumbers, blueberries and snacking varieties in each of those segments.

To represent this, the new logo incorporates a leaf shape with a hand at the bottom acting as the stem to represent Flavorite’s technical growing expertise or green thumb. Meanwhile, the tagline is a nod to the company’s history of putting flavour first.

Chief executive Mike Nichol said the new look symbolises an exciting new chapter for Flavorite.

“This is a really exciting time for our business, the team have created a new and engaging brand platform that will support and drive our aggressive growth plans,” said Nichol. “Our new company vision puts flavour and sustainability at the heart of what we do, and we will continue to lead and innovate in each of these areas.”

As part of the rollout Flavorite has commenced a refresh of its companywide packaging designed to create a greater connection to the masterbrand and easy recognition through the use of colour and clear messaging for consumers. Flavorite also launched a new website with a greater focus on the company’s brands, products and sustainable approach to farming.

For more on Flavorite’s brand refresh read the upcoming Winter edition of Produce Plus Magazine.