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Poised for a phase of global growth, Driscoll’s recognized that the time was right to seek a branding partner and shore up its equity, including its global brand identity—and joined forces with Pearlfisher to make it all happen.

Jonathan Ford, Pearlfisher Founding Partner and Chief Creative Officer commented, “The new Driscoll’s brand mark has an idea at its core – one of presence, stature and humanity. The ‘Driscoll’s Dot’ over the ‘i’ changes color within a custom berry-inspired palette, which represents both the berries and the moments of joy they bring to consumer’s lives. The identity incorporates a backdrop of historic and iconic yellow, symbolizing sunshine that makes Driscoll’s brand and packaging distinctive and recognizable.

The new brand positioning embodies the unique role Driscoll’s berries play—that when their berries are added to the mix, ordinary moments are made more special. By connecting the functional with the emotional, Driscoll's and their berries will live even more powerfully in hearts and minds of everyone they touch.”