Mehadrin is Israel's largest grower and exporter of citrus, fruits and vegetables, and a leading global supplier of the renowned Jaffa brand orange. The branding challenge was to create a new brand that retained its nostalgic ties to citrus and the iconic Jaffa orange, but also represented Mehadrin’s promise is to deliver freshness from field to shelf. We wanted to engage an emotional response from Mehadrin’s clients. “Growers at heart” captures a warm nostalgic bond to farm life and the earth, while acknowledging the people in the field.
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