Frucor Suntory

  • Brand architecture
  • Brand design
  • Brand guidelines
  • Brand positioning
  • Brand story
  • Brand strategy
  • Internal communications
  • Marketing communications
  • Purpose and values
  • Tone of voice

Australasian focused Frucor has been part of the Suntory Group – an innovative, global food and drinks business – since 2009 and wanted to take the Suntory name to acknowledge the relationship and better reflect the strength of both companies in the region.

An entrepreneurial company from the get-go, Frucor was born in New Zealand back in the sixties, Suntory a mainstay in Japan since 1899, now employing some 38,000 people in 321 companies across the globe.

The rebrand project was intensive and spanned some 12 months. Voice’s challenge, to create a brand that represented the combined strength of two companies while reflecting the unique spirit inherent in each. The core idea, an evolution of the pre-existing Frucor leaf device reimagined to express the place where both brands intersected – a droplet of pure concentrated energy.

The new brand was launched in July 2017.

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