Creating a SUNSET® Brand: A Q&A with Nicole Balderas

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Thu. June 6th, 2019 - by Melissa De Leon Chavez

CHICAGO, IL - I am off to the Windy City in just a few days, and getting ready to be blown away. Yes, this pun was both intended and necessary after a sit down with the SUNSET® team. They are looking forward to turning heads at United Fresh with a new line of berries, including the recently rebranded WOW™ berries.

Nicole Balderas, VP of Marketing, Mastronardi Produce (SUNSET®)ANUK caught up with Nicole Balderas, VP of Marketing, to get the scoop on what inspired the innovative new clam and playfully premium label.

What motivated and inspired your team to reimagine this packaging concept?

When we set out to launch a line of premium berries and rebrand WOW, we wanted to develop a playful package that illustrated the unique flavor profile of each berry. These berries are so special we call them by name, and we wanted the label and pack to reflect that experience.

How did this concept evolve from inception to execution?

We started with a truly exceptional product: six delicious berries that are unlike anything else available in the market. That was the compass that led us and the talented team at Freshmade to the new WOW tagline, Berries Elevated™, and an inspired new wordmark and label design.

To reinforce each berry’s distinct taste, it was important for each berry label to have its own distinct look and feel. For example, the graphic for lolliberry™, a candy-sweet, vibrant red strawberry with a fragrant aroma, depicts playful lollipops dancing around a stylized strawberry. We also chose our color palette carefully. Each label is printed on matte black, which cues 'premium' and perfectly balances the gold foil lettering and the bright, colorful graphics. We drew from the whimsical nature of the graphics for inspiration for the custom clam design, which includes cutouts reminiscent of berry blossoms.

How many iterations of the label did you go through before you landed on the final?

Several! At SUNSET, we never settle for anything less than perfect. When we saw this version, we knew it was right. It perfectly expressed the individuality of each berry. It also performed very well on consumer testing, which validated our selection.

Can you share the key messaging that you will be communicating with attendees in regards to this new concept at United Fresh 2019?

Absolutely! We’re thrilled to unveil all of our innovations, which include our full line-up of berries and the newly rebranded WOW. Better than Chocolate™ is our theme for the show, and we’re reinforcing it through several sweet surprises that we have in store for United Fresh participants. It’s going to be a berry fresh show this year!

We’re also excited to introduce our latest snacking innovations in our new “Tiny Mighty” line: Sprinkles™, a sweet microgrape tomato, and Qukes™, a refreshing two-bite cucumber that’s perfect for dipping. They’re the perfect size for little hands, and they make a healthy, flavorful snack.

What else do you have planned for United?

We’re honored to have three SUNSET products showcased as Innovation Award Finalists: WOW berries, our Backyard Compostable Packaging, and Sugar Bombs™ tomatoes, which have been a huge consumer hit. SUNSET celebrity chef Roger Mooking will also be rocking some serious flavor at booth #10040. We can’t wait to see you all there!

AndNowUKnow will be on the United Fresh show floor to bring this and all other innovations back to you, so stay tuned!