Vanguard International Group has two new marketing campaigns for Vanguard International and Vanguard Direct business units.

The campaigns focus on Issaquah, Wash.-based Vanguard International as an innovative company in produce worldwide, and Vanguard Direct as an innovator in the North American market for grapes, according to a news release.

The new brand direction, according to the release, centers on the Vanguard “V.”

“V” represents a wide-ranging set of promises related to the quality, availability, and reliability of the firm’s produce year-round.

“Our goal in developing the creative materials was to continue, and expand on, our trade campaign that builds on the now-established brand identity and digs deeper into key product benefits (quality, condition, and taste) to Vanguard’s audience,” Tim Kelly, creative director at If Communications, which created the campaign, said in the release.

Consumers and distributors will see the campaign roll out into 2020, according to the release.

“The campaign will aid us in continuing to promote our produce, specifically our grapes and apples, and service our key Asian markets, while ensuring our audience in these markets knows that Vanguard International connects the worlds’ best in produce,” Craig Stauffer, CEO of Vanguard International, said in the release.