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TOGETHER GROWING VALUE When two existing companies merge, the challenge is often which brand or identity is the right one to take the new company into the next stage of its development. So when two of Bay of Plenty’s biggest post harvest kiwifruit operators joined forces the new CEO saw an opportunity to create a new organisation capable of delivering much more than simply a combination of the two previous businesses. To do this they needed a completely new name and brand identity. WAVE’s approach was to look past what had become an obvious solution for similar companies based on regional naming and a colour palette including multiple shades of green. Because Satara was at heart, a co-operative, emphasis was placed on pride of ownership, loyalty and shareholder confidence. Satara is a name, which translated means ‘to supply in abundance’. This sentiment was certainly appropriate to the harvesting and supply of kiwifruit but also reflected the desire to deliver the shareholders an abundant return on their investment. The use of orange was a deliberate choice to stand out amongst competitors and show confidence and a willingness to be different. In a very short amount of time Satara established itself as a vibrant and forward thinking company and although others have evolved, they will always find it difficult to compete against such a well established and progressive brand. Satara is also a retail brand in Australia and required compelling packaging to be produced along with fruit labels to further establish the brand internationally. Email Cheryl Brown to learn more about these projects
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