The Blueberry Family Health Foundation was founded to unite the agriculture and diabetes community to design, fund, and implement programs that raise awareness, educate, and provide access to healthy foods with the mission to reduce Type 2 Diabetes in children. The initial brand challenge was to develop a parent brand identity for the Foundation and supporting marketing materials. Subsequently, the charge was to create a consumer engagement product brand using the endorsement of BB King to raise funds through the sales of blueberry products in the marketplace.
The foundation parent brand uses a dynamic and symbolic blueberry icon to convey unity, collaboration and impact, supported by optimistic photography and a fresh blue color palette to portray health and transformation. Following the initial brand launch, an awareness campaign was developed with parent-focused messaging to taking preventative action of their kids getting early Type 2 Diabetes. For the BB King consumer engagement product, stylized imagery of BB King playing his iconic Lucille guitar was used to create immediate recognition. Consumer packaging was also designed to extend the consumer engagement brand.