The mango has a whole new brand.
The Orlando, Fla.-based National Mango Board has officially launched its updated website along with refreshed branding.
The process of introducing the new brand took more than a year from conception to execution, according to a news release.
The new branding will elevate mangoes and make the fruit “more accessible and understood by the mango-curious,” according to the release.
“Mangoes are one of the oldest fruits in the world, dating back more than 5,000 years to its origins in India,” Manuel Michel, National Mango Board executive director, said in the release. “The board and industry have made great strides over the past 15 years to continue to increase the consumption of mango in the United States, and with this rebrand we aim to educate more consumers about the flavor, nutritional value and versatility of mango.”
The brand was developed with input from the board’s staff, board members and its agency partner, Bigeye, according to the release.
“The new branding is big, bold and flavorful, styled to feel contemporary, but nuanced enough to reflect the rich history of mango,” Tricia Bramley, marketing and communications director, said in the release.
“Our digital presence has grown over the past 18 months, spurred on by our intentional marketing pivot due to the pandemic. Now, our website truly reflects where we are and paves the path for where we are going.”
