Florette, the brand of salads and vegetables ready to consume, has renewed its visual identity after more than a decade. The movement, according to the company in a statement, seeks a more direct communication with the consumer, as well as reinforce its essence and link with origin and nature.

The logo update has been carried out next to the branding and packaging agency Little Buddha. It maintains the representative elements of the brand, such as the basket with plant products or the black box. However, it is now presented with a more stylized, modern and clean design, with softer lines to evoke movement.

On the other hand, colors have intensified to transmit vitality and naturalness. As explained by Florette, green tones establish a link with the field and fresh products, while yellow moves light and energy. The touches of red, meanwhile, seeks to evoke flavor.
In addition, typography is clearer and balanced, and improves readability.

From Florette they point out that the change indicates the beginning of a new stage for the brand and responds to the will to be close to the consumer and evolve with him. They consider that the new image, with a more current and more minimalist character, exalts the brand’s DNA and will help reinforce recognition.

“We wanted to evolve to an image that speaks the language of the consumer, maintaining coherence with the healthy lifestyle and the way we tell our history without losing sight of our roots“; said Nuria aka, Marketing Director of Florette, in a statement.”The new brand image simplifies and reinforces our promise: fresh, tasty, close and practical products that help people better feed”

Florette has officially presented the new visual identity in Fruit Attraction, one of the main fairs in the fruit and vegetable sector, which is held between September 30 to October 2 in IFEMA, in Madrid.