Hailing from Spain and renowned for their innovation and technological prowess in the superfood sector, AM Fresh approached us with a distinctive challenge: to craft a brand identity that celebrated the excellence of their grape and citrus fruit exports. Our scope encompassed everything, from packaging and promotional materials to merchandising, all with the intent of honoring the unique fusion between the brand's Spanish heritage and the rich South African harvest they delivered.

In an industry where competitors often echo the same messages and visuals, we recognized an opportunity to revolutionize the category. The birth of LOCO, which translates to "Crazy," perfectly encapsulates the spirited and offbeat essence of this brand.

The eccentric language of LOCO revolves around the bull, an iconic symbol of Spain that pays tribute to the brand's roots and its sourcing. LOCO's grapes and citruses originate from the sun-kissed vineyards of Stellenbosch, South Africa, and make their way to destinations worldwide, particularly across Asia, where fruits hold a special place as luxury items and are frequently exchanged as gifts in Asian customs.

Notably in China, the incorporation of animal characters in branding enjoys immense popularity among the target audience. Our LOCO bull demonstrated remarkable effectiveness and led us to expand the concept by including all the animals associated with the Chinese zodiac. This innovation provided LOCO with immediate recognition in international markets, subsequently boosting their sales in an already fiercely competitive industry.