About Burnac Produce

Burnac Produce is Canada’s largest wholesaler of fresh fruits and vegetables. Each year, Burnac sources and ships tens of thousands of metric tonnes of produce. The wholesale giant uses its state-of-the-art procurement, warehousing and transportation system to deliver produce to Canadians and many parts of U.S since 1939. If you live in Southern Ontario, chances are that you have seen the unmistakable bright yellow trucks on the busy highways.

The Objective

Along with Provincial Fruit and Rite Pak, Burnac is the newest member of the produce wholesale family. As a new brand, the strategic goal was to build brand awareness and increase market share rapidly. The new design had to fulfill two objectives. First, the graphics had to be standardized to achieve a consistent, professional look among the three divisions. Second, the new logo had to be original to stand out from the crowd, yet functional enough to be displayed in a variety of online and offline mediums.

The Solution

The solution consisted of a comprehensive design approach that incorporated multiple components:

• Logo design
• Fleet graphics design
• Interior graphics and signage for warehouses
• Stationary materials

The logo stood at the centre of the fleet graphics design, interior signage and stationary materials. It was inspired from the cheerful and colourful design of the 1930’s and 1950’s produce packaging. The bright colours were chosen to combine aesthetics with functionality – yellow was chosen for its remarkable eye-catching power, while the red line divides the colours, and adds a reflective safety line on the trucks. Overall, the solution consisted of a design that was simple, yet noticeable, with great emphasis on the logo and tagline. The tagline “The future of produce” was created to showcase Burnac’s innovative vision and commitment to quality.

As Burnac’s objective was to build their brand in a short amount of time, the most cost-efficient way to gain exposure to millions of people quickly was to display it on their vehicle fleet. The logo was easily transferred to the sides of trucks and represent the main marketing medium to this day.

Burnac, Pro Pak Packaging, Provincial Fruit and Rite-Pak logos

The Results

Today, the trucks along with the large unmistakable yellow signage facing the 401 highway in the west end of Toronto have been seen by millions of people. The branding campaign was such a success that it generated the most powerful type of marketing: word-of-mouth. As a result, Burnac is now known as the most reputable wholesaler in the world of produce. A visionary organization that started with 10 trucks has now turned into one of Canada’s most recognized fleet of trucks that drive day and night on the busy highways. To learn more about Burnac Produce visit www.burnacproduce.com

The signage is visible from the 401, one of the busiest highways in Canada