An identity programme for a new entity formed from the demerger of Fyffes.
Following the demerger of Fyffes plc in 2006 and creation of a new entity called Total Produce plc, Creative Inc was engaged by the board and management of Total Produce plc to the identity. Working with the Chairman Carl McCann, CEO Rory Byrne and their communications team we initially conducted a number of senior stakeholder interviews, reviewing the market, strategic goals for the brand, channels to market and important stakeholder insights.
As Total Produce plc was formed from a demerger it was critical that its brand proposition from day one was strong and credible. From the thinking and research came the design brief, a platform for the creative team to work on the new identity programme. Creative Inc was responsible for the roll-out and implementation through out Europe and across all environments (livery, signage, print, digital etc). Today, Total Produce plc is Europe’s largest fresh produce provider with turnover of approximately €2.4bn, employing approximately 4000 employees.