Company
Chiquita
Year
2017-2018
Deliverables
Visual Design
Typography
Concepting
Identity Systems
Modern refresh of a legacy fruit icon
Chiquita is one of the world’s most iconic fruit brands. At Wieden+Kennedy, we led a full brand refresh revamping the brand identity, evolving brand voice, and launching the “We Are Bananas” campaign across the U.S. and Europe to reestablish the brand as the most recognizable and joyful fruit brand on the planet.
Chiquita bananas are everywhere, but the brand’s presence had grown quiet. Consumers were reaching for them less, and the brand was losing cultural visibility.
Chiquita came to us with a simple ask: How do we bring the unique voice of bananas back into everyday life?
The rebrand needed to be more than a new look. It needed to reassert Chiquita as a culturally relevant force: iconic, playful, and instantly recognizable wherever bananas show up.
The system debuted with the launch of a bold out-of-home and digital campaign that reintroduced Chiquita to the public with humor, confidence, and unmistakable yellow. The initial U.S. rollout included New York’s Times Square, Los Angeles, Chicago and Cincinnati.
From city-scale billboards and wild postings to digital placements and retail environments, the work brought the identity into everyday life. Headlines feel conversational, bananas take on personality, and the brand shows up clearly and consistently—built to scale globally, yet flexible enough to live naturally in streets, stores, and screens.
The brand book
Behind the identity
Spotted in Fleabag
