The brief
Mark 100 years of Florida citrus without touching the Noble brand.
The idea
Put the founder’s name in the verb. Let’s Groe!
The result
One centennial signature on ads, shelves, social and the groves.
04Noble CitrusAgriculture
Grow, spelled the Roe way.
Noble Citrus started in 1926 as W.G. Roe & Sons. For its 100th year, I built the celebration around the family name hiding inside the word grow: Let’s Groe!
Client
Noble Citrus
Category
Florida citrus grower
My role
Creative direction, centennial identity, campaign
Audience
Shoppers, retail partners and the Noble team
From the mark to the bottle.
Six places the centennial shows up, from the logo to a limited-edition juice.
01 The mark
Let’s Groe.
The founder’s name was already sitting inside the verb. So the centennial mark says grow the Roe way, in hand-lettered script with a leaf on top, signed Est. 1926 and W.G. Roe & Sons.
It works as a companion. The Noble logo stays the authority, and Let’s Groe! adds the warmth.
Centennial mark
02 The line
A hundred years in one sentence.
Under the Noble logo, one line does the work: Let’s Groe! 100 years of craft-cultivated citrus.
The opener stays fixed and the second half changes with the job: 100 years of sweetness, A century of citrus, Into the next 100.
Centennial signature and tagline family
03 The story
Innovation runs deep. Just like our roots.
The print ad and the blog tell the same story. In 1926 W.G. Roe set out to capture the taste of Florida sunshine. Four generations later, Noble is still growing new fruit, like Juicy Crunch, bred to be sweet and easy to peel.
The ad ends on the thought the whole year hangs on: innovation doesn’t replace tradition, it helps it grow.
Print ad and blog
04 The season
40 years in the making. 60 days for the taking.
Juicy Crunch took 40 years to develop and is only in stores for about 60 days a year. The ads sell that scarcity straight, with a script kicker on top, Grove to Greatness and Soul of the Sunshine.
In the produce aisle, a crate display carries the same line next to the fruit.
Advertising and retail display
05 The countdown
31 days to 100.
The anniversary got a countdown, one post a day. Each one opens on an engraved woodcut on barn wood, then turns into the fruit dressed for the day: a sweater, a scarf, a beach towel.
The advent calendar puts all 31 doors on one board.
Social countdown and advent calendar
06 The bottle
A hundred years, bottled once.
Juicy Crunch is only around for about 60 days a year. For the centennial, it was set to become something you could keep a little longer: a limited-edition tangerine juice, made for the 100th year and no other.
The label stays quiet. The Let’s Groe! badge up top, Juicy Crunch craft-cultivated tangerine juice in the middle, and Noble 100 years at the bottom, so the anniversary is on every bottle. When the year ends, so does the juice.
Limited-edition packaging
100
One opener, a year of endings.
Let’s Groe! stays put. The second half of the line changes with the room, so the whole centennial sounds like one voice.
- 100 years of craft-cultivated citrus
- 100 years of sweetness
- 100 years of innovation
- A century of citrus
- Into the next 100
What I did
- Creative direction
- Centennial identity
- Tagline system
- Advertising
- Retail display
- Social
- Digital
- Limited-edition packaging
05Next projectMedia
All work13 projects
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- 03LEGOLAND Florida ResortTheme parks
- 04Noble CitrusAgriculture
- 05Humans BeingMedia
- 06Curve + CornerCreative studio
- 07onPhaseSaaS
- 08SobrynthHealthcare
- 09Empath HealthHealthcare
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