ORLANDO, FL - The goal is clear with National Mango Board’s (NMB) recent brand refresh: to reach a wider and more generationally diverse audience. The process took over a year from conception to execution and is now officially being rolled out across NMB’s branding.
“Mangos are one of the oldest fruits in the world, dating back more than 5,000 years to its origins in India,” said Executive Director Manuel Michel. “The Board and industry have made great strides over the past 15 years to continue to increase the consumption of mango in the United States, and with this rebrand we aim to educate more consumers about the flavor, nutritional value, and versatility of mango.”
According to a press release, the NMB aims to elevate the mango category, attract American mainstream consumers, and make mango more accessible and understood by the mango-curious
Through an extensive consumer research study, along with input from NMB staff and Board members and agency partner Bigeye, the new brand and website present a vibrant, exciting, flexible presence that elevates the perception of mangos and the NMB.
“The new branding is big, bold, and styled to feel contemporary, but nuanced enough to reflect the rich history of mango,” said Marketing and Communications Director Tricia Bramley. “Our digital presence has grown over the past 18 months, spurned on by our intentional marketing pivot due to the pandemic. Now, our website truly reflects where we are and paves the path for where we are going.”
I couldn’t have said it better myself! Cheers to this exciting brand refresh and the growth that will ensue.
