BACKGROUND :Agro Vision had already established its reputation in the Chinese market as one of the most premium growers of fresh imported blueberries, with an expertise in quality management and consistency second to none. Agro Vision came to us to create a brand for their blueberries in China that reflected the Peruvian origin while resonating with Chinese consumers.
APPROACH:We started with a deep dive into insights and values of the original brand and its Peruvian origins. We then dug out relevant consumer insights and bundled them together. We chose the Peruvian Hummingbird as the key icon as a nod to the blueberry’s origin and natural base. We spent a lot of time playing with and testing different brand names based on our key brand attributes of; Safe, Flavorful, Fun, Healthy, Natural, Premium and Imported.
RESULTS:With a unique Chinese name, 美 益 粒 “Mei Yi Li” meaning a “Little, beautiful, and with great powers,” BIG SKYE brand, with its iconic hummingbird logo, delivers a simple message of the unlimited power and potential found in the smallest of things. The hummingbird and the blueberry, each packed with Energy, Power, and Vitality; each both Tiny and Mighty; and each an icon of sweetness and beauty. Together they are a perfect pair.
Chinese consumers that enjoy BIG SKYE delicious imported berries simply need to remember the Chinese name or to look for the pink and purple label with the sweet little soaring bird.
