Turners & Growers is New Zealand’s most well-established and largest fresh produce grower, distributor, and exporter. A number of different brands made up T&G and thus it needed a new identity to unify it as a single brand. This new identity had to properly reflect export growth as well as the combined scale and significance of the business.
T&G needed to unify in a way that retained the heritage of the organisation in the domestic market – whilst also moving the business forward. The identity had to be grounded in what T&G do; but the design needed to be aspirational and appealing to export markets and investors.
The name Turners & Growers was scaled back to T&G – as producers and customers already referred to them. The emphasis on the ampersand reflects the importance of relationships between growers, customers, and staff. The koru gives a nod to T&G’s New Zealand roots; and the green leaf reflects their fresh produce and ambitions for growth. The image style calls to mind the land with black contrasts creating a beautiful, world-class identity.