A Deliciously Sweet Red Table Grape
PROJECT: Name a very large, oval shape, crunchy, and deliciously sweet late-season red table grape with a light red to pink color that looks like a rugby ball.
RUGBY: A game between two teams of 15 players using an oval-shaped ball on a rectangular field with H-shaped goalposts.
BRAND POSITIONING: International Fruit Genetics (IFG), the renowned and innovative fruit breeder that changed the way consumers and retailers think of grapes, found naming enlightenment when they broke out of their usual grape naming convention and created a phenomenally successful grape with the name Cotton Candy. That led IFG to rethink their grape branding strategy, which in turn led them to hire Zinzin to name a number of new grapes they were planning to bring to market in 2020.
Rugby is a fun and playful name that evokes energy, movement, and action, and maps to this grape’s large, ovoid shape resembling a rugby ball.
IFG CEO Andy Higgins on the launch of the new Zinzin-named grapes:
“Our new names are catchy, fun and memorable,” Higgins said. “They reflect our efforts to revolutionize the industry. We aim to inspire the consumer and give our growers, marketers, and retailers a platform to maximize the potential that each variety has to offer.”
MORE: See all the grape names we have created for IFG.
“Zinzin really cared about our success, so they were very hands-on. Their enthusiasm showed when they would send us pictures of our products on store shelves. They even took on several unexpected tasks at no additional cost to us because they wanted to make sure we were satisfied with the project’s result. They went the extra mile to make sure we were happy with the final product.”
—Andy Higgins, CEO, International Fruit Genetics (IFG)
Several of our fantastic clients have been interviewed by the researchers at Clutch for reviews about their experience working with Zinzin. Read the full review, and those from other clients, on our References/Testimonials page.