Banana Land-Logo
Chiquita Brands International fruit company has been known their
products but also for the controversial and painful history of violating human rights, harmful involvement in Latin Americas regional politics and promoting racist and sexist stereotypes.
The history of Chiquita Brands International has inspired/provoked me to
create a challenging fictional rebrand project. The task was to give one of
Chiquita Brands, Chiquita Bananas a new personality to match the equally fictional change in the company's business model, one focused on
sustainability and integrity.
Two main criteria for the rebrand were:
Distancing the brand from its previous negative public image;
Giving the brand a fresh look that will appeal to a young and family
oriented audience.
Company's new identity is optimistic and full of energy. Rebrand focuses on
the product itself in a manner different from the initial branding. It draws a comparison between the shape of the fruit and the shape of the smile. Its contagiously positive energy is spread with the use of ticklish lines and
matching dad jokes that make us smile just like bananas do.