Echo Creates New Caribbean Juice & Smoothie Brand Providing A True Taste Of The Tropics
Echo has designed a premium smoothie brand for Backman Marte Company, based in the Dominican Republic.
Echo has designed a premium smoothie brand for Backman Marte Company, based in the Dominican Republic. Tropicsoul is the first brand launched by the family-owned company, a supplier of fruit pulp to juice and smoothie makers, as it looks to challenge leading players in the European market. Echo worked on the brand concept, positioning, and design across a range of touchpoints, including packaging and the Web.
Tropicsoul’s Caribbean origins, and the exotic fruits and flavours this offers, provide differentiation in a mature category. The branding moves beyond the bright, Carnival colours often associated with tropical brands, for a more premium, authentic feel, which reflects the brand promise “Taste Paradise.”
The evocative, premium design stands out in a category that has been dominated by health and simplicity. The brand identity features a hummingbird species indigenous to the Dominican Republic, against a backdrop of deep, dark jungle greens, representing the lush landscapes where the fruit is grown.
Tropicsoul will launch its range of smoothies and juices at Natural & Organic Products Europe, at London’s Excel, on 17th and 18th April.
Peter Bäckman, Director of Backman Marte Company, commented: “Echo’s profile stood out. We loved the work they had done, but it was the chemistry between us in our initial meetings that was the key factor in deciding which brand consultancy to go with. Echo really got behind our ambitions for the brand with a clear understanding of the approach we wanted to take and a belief in what our brand could achieve.”
Nigel Ritchie, Creative Director at Echo, commented: “We’re very excited to launch Tropicsoul - a fantastic new brand with a rich story and beautiful design. Bringing to life the tropical climes of the Dominican Republic, where the fruit is sourced, through the hummingbird illustration to the lush greens of the rainforest, our design celebrates the unique provenance and taste profiles of the products."
The evocative, premium design stands out in a category that has been dominated by health and simplicity. The brand identity features a hummingbird species indigenous to the Dominican Republic, against a backdrop of deep, dark jungle greens, representing the lush landscapes where the fruit is grown.
Tropicsoul will launch its range of smoothies and juices at Natural & Organic Products Europe, at London’s Excel, on 17th and 18th April.
Peter Bäckman, Director of Backman Marte Company, commented: “Echo’s profile stood out. We loved the work they had done, but it was the chemistry between us in our initial meetings that was the key factor in deciding which brand consultancy to go with. Echo really got behind our ambitions for the brand with a clear understanding of the approach we wanted to take and a belief in what our brand could achieve.”
Nigel Ritchie, Creative Director at Echo, commented: “We’re very excited to launch Tropicsoul - a fantastic new brand with a rich story and beautiful design. Bringing to life the tropical climes of the Dominican Republic, where the fruit is sourced, through the hummingbird illustration to the lush greens of the rainforest, our design celebrates the unique provenance and taste profiles of the products."
Source: Echo
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