Frucor Suntory

Brand Strategy, Logo Design, Marketing Comms, Signage & Internal Comms

Voice was engaged by Frucor in 2016 to work on the rebrand of the company to Frucor Suntory. Frucor has been part of the Suntory Group - the most innovative food and drink companies in the world - since 2009, and wanted to take the Suntory name to acknowledge this relationship and better reflect the strength of the two companies. An entrepreneurial and inventive company right from the get-go, Frucor was born in New Zealand way back in the sixties with Fresh Up. Founded in Japan in 1899, Suntory now employs more than 38,000 people across the globe through its 321 group companies.

The project was intensive and spanned 12 months. Voice’s challenge was to create a brand which represented the combined strength of the two brands as well as reflecting the unique, entrepreneurial spirit which both of these two power houses embody. The green leaf shape in the logo is an evolution of the pre-existing Frucor leaf device, reshaped for the company’s future from the story of its heritage. The blue was used to represent the Suntory brand. The brand launch was supported internally by an extensive communications plan, including video, digital and print collateral.