Marroquin Organic Brand strategy for organic specialists

Based in Austria and California, Marroquin Organic has been supplying organic ingredients to the food industry for over 30 years. They approached design studio Superfried to help them with their marketing and brand strategy.

With an industry exhibition looming, the client required help with designs for new exhibition stands and counters. However, before proceeding, it was suggested that a brand audit should be conducted first. This process proved pivotal, leading to the implementation of several recommendations to improve the effectiveness of their existing brand identity and marketing collateral.

Over the years, numerous lock-up iterations had evolved, which were overly complex and struggled to perform at scale. Additionally, the use of the colour palette rendered some compositions difficult to comprehend. New, simplified single colour assets were developed. The name is also quite long and struggles to perform within narrow aspect ratios. Taking their dandelion logo, a new monogram brandmark was created to maintain brand recognition in the absence of the full lock-up.

With the refinements in place, new promotional merchandise was developed, including illustrations based on their existing dandelion brandmark. Designs of their exhibition stands were simplified and made stronger use of the bold colours within the brand colour palette to maximise standout. The new approach was rolled out across several exhibitions, including IFT First Chicago, IBIE Las Vegas, and Natural Products Expo in Orange County.