As U.S. berry sales approach $13 billion, produce distributor Sun Belle has launched an updated visual identity aimed at strengthening brand recognition among retail shoppers. The Chicago-based company’s refresh modernizes its core color palette and burst logo while retaining the key visual elements familiar to its core consumer base.
“Sun Belle’s brand foundation was already strong,” says Hailey Clark, Sun Belle director of marketing. “Our goal was to uncover the story behind that trust and bring it forward in a way that feels renewed, relevant and true to our roots. We wanted our loyal customers to see the new look and immediately think, ‘That’s Sun Belle!’ while also feeling excited that a
brand they know and trust is evolving right alongside them.”
Inspired by Sun Belle’s metropolitan roots, the refreshed identity is built around a simple idea: bringing the luxury of farm-fresh flavor to the city, making extraordinary quality accessible wherever consumers are.
“Our visual identity is about helping people see themselves in our story — from the farm to kitchen tables, lunchboxes and busy city streets,” Clark says. “Today’s consumer is immersed in the hustle and bustle of life, but still wants a reliable, flavorful berry experience that feels fresh-from-the-farm. That’s the experience we’re committed to delivering.”
Sun Belle says quality doesn’t have to be a luxury; but it should taste like one.
Berries remain the largest fruit category in the produce department, with U.S. retail sales approaching $13 billion, says the company pointing to Circana data for the 52 weeks ending Aug. 9, 2026. As consumers place greater value on quality and transparency, brand trust matters, says Sun Belle, adding that with berry shoppers purchasing an average of every two to three weeks, creating recognition and loyalty is increasingly important.
The refreshed packaging begins to roll out this fall with a cleaner, more contemporary design with transparent labels that allow more of the fruit to take center stage.
Research shows shoppers highly value packaging that lets them see the product before purchase, building confidence before it’s opened, says Sun Belle.
The redesign also brings Sun Belle’s conventional and organic offerings together under one recognizable brand family, with organic products distinguished by fresh green elements. Previously, the company’s organic offerings carried the Green Belle logo.
“We started teasing more of the brand’s personality with the launch of our Craveabelles premium line earlier this year, and we’re carrying that spirit forward,” Clark says. “We found a natural opportunity to make ‘Belle’ part of our language — from ‘Enjoyabelle. Shareabelle.’ to ‘sustainabelle standards.’ It’s playful, distinctly Sun Belle and gives our brand a voice
people can recognize and remember. We want Sun Belle to be unmistakably ‘recognizabelle.’”
While the new look is the most visible change, Sun Belle says it represents a deeper investment in the brand and the people behind it.
“We’ve never believed growth should come at the expense of authenticity,” says Taylor Hazelwood, Sun Belle vice president of sales and marketing. “Our investment in the brand strengthens our commitment to the relationships and partnerships that built Sun Belle. A stronger, more relevant brand gives our retail customers another reason to believe in the products they put on their shelves, while giving our growers and employees a brand they can be proud to stand behind. Our goal is to create value throughout the supply chain and deliver quality berries in a way that creates a better experience for everyone.”
Sun Belle says its recent growth has driven investment and greater alignment across its vertically integrated U.S. and Mexico operations, amplified by Frutura’s capabilities in areas like sustainability, innovation and category management.
“Across our berry division, one thing is clear: this refreshed brand brings our business together under one powerful, unified identity,” says Daniel Cervantes, Sun Belle’s chief operating officer of Mexico. “One we are proud to share from seed to consumer.”
For a closer look at the new Sun Belle branding, visit booth No. 1561 at the International Fresh Produce Association’s Global Produce and Floral Show, Oct. 14-16, in Orlando, Fla.
