• This is the first rebranding project for SPC in three years since it bought the company from Coca-Cola Amatil. Image: SPC
    This is the first rebranding project for SPC in three years since it bought the company from Coca-Cola Amatil. Image: SPC
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A complete brand refresh for SPC’s Goulburn Valley label delivers a new logo, packaging design, and campaign for the bottled fruit company. 

SPC marketing manager Fruit Rebecca Tilly said the rebranding was designed to build on Goulburn Valley’s heritage.

“We want to reinvigorate the brand by demonstrating how versatile the range is across all areas of cooking,” Tilly said.

The refresh included a new campaign – Taste the Good Life – which was created to convey the quality of the fruits and the region they are grown in. Goulburn Valley has been preserving fruits since 1979.

Tilly said the campaign evokes a world full of charm, with the fruit looking delicious and appealing, living the good life.

“With rich soil, flowing water and an abundance of sunshine, the Goulburn Valley is the beautiful home of our produce. Not only does our produce taste delicious, achieving an appetising look is something we are as equally passionate about” she said.

SPC CEO Rob Giles said the Goulburn Valley campaign reflected the company’s core value of ‘better food for the future’.

“Taste the Good Life is dedicated to the richness of the Goulburn Valley and the careful packaging that delivers our produce to people around Australia and globally,” Giles said.

It is the first rebranding project for SPC in three years  since it bought the company from Coca-Cola Amatil.

Food & Drink Business editor Kim Berry talks to SPC chair Hussein Rifai on the company’s local and global growth, food as medicine, and the domestic challenge of home grown vs imported products.

Listen to the Food & Drink Business podcast episode with SPC chair Hussein Rifai from April 2022 here

And our episode with CEO Rob Giles from November 2020 here

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