Crofter’s Superfruit Spread

Derrick Lin


Designed by Outloud LLC, United States.

Canada-based Crofter’s Organic has been making jams and jellies for over 20 years. A few years ago they came up with the concept for Superfruit, a spread made from berries packed with the most antioxidants, from all over the world.

As a strategic decision, Crofters decided to introduce their new branding with the Superfruit Jam, their high end organic product. The re-branding would roll out from top to bottom, resulting in over 37 different flavors. The idea of using the Canadian Black Bear to represent the company would give the brand a character to build on. The Black Bear would appear on the Crofters website and throughout the new POS at Trade shows and other venues. “Gerhard” the bear ( Gerhard Latka is the president and founder of Crofter’s Organic) is holding a BIG berry on the front of each label, to represent the discovery and the “just picked” freshness of the wonderful ingredients. The packaging is color coded to correspond to each of the four continents where the berries are found.

The result is a bright, playful and (seemingly) effortless design on the outside, to match the fresh, organic ingredients on the inside.