Citrus New Zealand is an incorporated society that represents New Zealand’s citrus growers. It is a progressive, collaborative organisation, yet their brand was outdated and no longer accurately represented the values of its 330 members. Tracta was commissioned to create a modern and relevant visual identity, and to refresh the citrus.co.nz website accordingly.
The website serves a dual purpose: as a member portal for all the latest information on pest management strategies, R&D reports, levy calculators and regular updates from Citrus News; and a site for consumers to see all the latest news on what citrus is in season and to enter competitions to win citrus prizes. The design and functionality had to work equally well for both. The solution from Tracta’s designers and digital team elegantly walks the line between business and pleasure.
A fresh and contemporary website that heroes New Zealand citrus and presents a professional image for NZCGI. Now it’s easy to access relevant information for and about the industry including research, newsletters, IPM (grower handbook), news, events, and FAQs on all things citrus for both growers and consumers.
Combining beautiful images and circle elements using the brand colours, creates a unique, bold and engaging website that members will be proud to be a part of and consumers will get excited about
Taking its visual cue from the segments of cut citrus, and colour palette from five common citrus varieties, the new Citrus
New Zealand visual identity is simple, strong, modern and relevant.
These colours can then be reflected in the icon shape as
different segments coming together.
The solid icon and industry colours create a strong,
energetic icon to unify the growers and represent CNZ.