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.