The Chilean Avocado Importers Association (CAIA) has launched a fresh new logo in a move to distinguish the organization’s product for retailers and consumers.
“The strategy behind this updated version of the logo was to elevate the country of origin by highlighting the personality of Chile and the seasonality of the product,” says Maggie Bezart, CAIA director of marketing. “We wanted to promote this elegant upscale product by incorporating the vibrant red, white and blue colors of the Chilean flag and details such as the ribbon and cursive typeface.”
In addition to more of a Chilean flair, the new logo was also inspired by the design of a label or seal of freshness. “The look of the stamp is a concept that is meant to convey the freshness of the avocados. The message is that the product has just been delivered and the seal has been placed on it,” explains Bezart.
Versions of the logo include a corporate design as well as one specifically for product advertising.
To coincide with the launch of the updated logo, a new URL — www.avocadosfromchile.org — has been created. This is the first time in 10 years that CAIA has changed its mark and the organization plans to incorporate the new look over the coming year, along with a new season-long integrated marketing campaign.