Sunpride Rebranding

PT Sewu Segar Nusantara was founded in 1995, with Sunpride as one of their brands that is best known as producer of banana cavendish. Sunpride also produces other tropical fruits such as pineapple, papaya, guava. Sunpride aimed to strengthen its position as Indonesia's leading tropical fruit brand and compete with regional players. Through workshops and interviews, we uncovered its commitment not only to quality fruits but also to environmental sustainability. This insight shaped a new brand positioning centered on making healthy living enjoyable, under the slogan “Fresh Everyday.” We also refreshed its visual identity, retaining familiar brand elements while introducing a more modern and dynamic visual system to reflect its new positioning.