With a massive strategic growth initiative underway, the visionary leaders of General Produce challenged MJR Creative Group to design a new brand identity system to drive a cultural shift in the organization and serve as a beacon of modernization. MJRCG design experts dived deep into the family-owned organization’s 89-year history to help rejuvenate its values and heritage as Northern California’s leading fresh produce and specialty food distributor.

The design effort produced an expertly crafted, modern branding system, including a new corporate brand icon and typography, a proprietary iconography system, a fleet graphics overhaul, and a comprehensive web communications platform - a beautiful, strategic design foundation for continued growth and success in “Delivering Goodness.”