CONTEXT
CAB is a fruit farmers' cooperative rooted in Bombarral, Portugal, with a legacy spanning over half a century. With increased production, CAB wanted to export apples and pears but struggled to enter the European market. Alongside logistical challenges, CAB’s brand felt a bit dated, making it hard to stand out in the bustling world of Portuguese fruit brands from central Portugal.
CHALLENGE
CAB needed a brand makeover. An easier-to-remember name that would effortlessly stick in people’s minds and an image that exuded freshness and vitality. However, they weren’t quite sure what set them apart from the other Portuguese apple and pear brands. We had to uncover it. The real challenge lay in ensuring that every individual farmer and cooperative member felt valued and heard throughout the process of crafting this rejuvenated brand.
SOLUTION
Through interviews, visits, and research, we discovered CAB’s unique value: naturally sweeter apples and pears. This led to the birth of Pooma, a fresh and straightforward brand, putting fruits at the forefront. Our communication strategy focused on easy-to-access nutritional info, recipes, and creative ideas, highlighting the fruit’s journey and farmers' commitment to sustainability.
PROMOTIONAL VIDEO
With Pooma's promotional film, we wanted to convey the message that POOMA is a gift from nature, reciprocating farmers' care. The video delves into orchards and nature, emphasizing the connection to a healthy lifestyle and moments outdoors.
What I did:
Interviews; Communication Strategy and Website Concept; Copywriting; Slogan; Brand Voice; Video Script.
TECH TEAM: This work was done at Younik in 2021 and 2022 in collaboration with Joca Faria, Sara Pereira, Mariana Simões, Ricardo Duarte, Jenny Branquinho, Cesar Capinha, Bruno Santos, Nuno Caetano and Samanta Domingos.