Sunpride Rebranding

PT Sewu Segar Nusantara was founded in 1995, with Sunpride as one of their brands that is best known as producer of banana cavendish. Sunpride also produces other tropical fruits such as pineapple, papaya, guava. In this project, Sunpride would like to change public perception in becoming the number one tropical fruits producers in the market, therefore also to be able to compete with regional brands of the same category within the market.

By conducting workshops and interviews, we realised that Sunpride is not just a manufacturer of branded fruits but the brand also stands as a company that pays attention to environmental sustainability. This ultimately became the basis of the formation of the new brand positioning which is to make people enjoy a healthy life, with the slogan Fresh Everyday. With the emotional approach, the brand believes that the most important thing in life is health and it can be obtained in a fun way.

With attention and passion to continue to provide the best of Sunpride, we did an evolution, by retaining the current elements, we gave a touch of modernity to the visual identity. We've also created a more dynamic visual system in communicating the brand positioning.