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Equifruit debuts new branding

Banana importer Equifruit has begun a branding initiative encouraging the consumption of fair trade bananas. Developed by Tux Creative of Montreal, the new branding is intended to attract younger consumers with social and environmental concerns. The materials make use of a “bright, lo-fi branding aesthetic,” according to the agency, along with “collage-like art direction” and a new logo in the shape of a jagged banana.

“There is so much paradox in today’s youth culture,” said Stacy Gagnidze, senior creative strategist at Tux. “We march for environmental change only to buy into wasteful seasonal packaging when the holidays come. Instead of seeing these contradictions as something shameful, we chose to adopt a similar attitude. Equifruit lives at the intersection of doing good and having fun.”

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