Creating a global brand

To fulfill the ambition of becoming the world's number #1 nut, it was clear that the large and disparate collection of almond audiences needed to be unified. Various 'logos,' identifiers, and mascots were in use around the globe. My team traveled extensively, talking to consumers, trade professionals, and health influencers. 

We synthesized our findings, and the 'Taste for Life' brand essence was born. To be successful with all stakeholders required the defining personality attributes to be combined in various proportions. For example, 'Sensual' was an attribute that rose to the top with consumers and chefs, but was less relevant with almond farmers. So, it was dialed up or down appropriately in communications. The attributes and associations of California were universally appealing and influential in the resulting identity system. Progress and energy are incorporated in the almond-shaped 'CA' symbol. 

We extended the system worldwide across every touchpoint. We traveled back to the same regions to train the agencies and teams responsible for deploying and extending the system. California Almonds now has a powerful, unified global presence and has indeed become the world's favorite nut. 

Jeff’s role: Creative Director