Sun Pacific is the largest grower of Kiwi in North America, grown in vineyards in the San Joaquin Valley of California. Sun Pacific was looking to re-brand their line of kiwis that was primarily an all-family brand into a kid focused brand. To achieve this we were asked to develop a “character” for the brand. One of the challenges was to highlight the kiwi fruit as well as tout kiwi’s little known super-food status.
In developing the new character and brand we wanted Mighties to wholeheartedly embrace its outer fuzz with the tagline “The Amazing Fuzzy Fruit”. The design of the character focuses on the fruit with its optimistic exuberant smile (showing off it’s beautiful inside.) An overall expression that one customer wrote about saying, “I can’t help but smile when I see this package.”