Pure Flavor® will unveil a large-scale brand refresh this October at the IFPA 2025 Global Produce & Floral Show, taking place October 16–18, 2025, in Anaheim, California. This evolution highlights the company's commitment to purposeful growth, guided by consumer understanding and a forward-looking approach to brand building.
In a landscape defined by rapid change and shifting consumer expectations, the company recognized an opportunity to evolve intentionally. "We didn't set out to simply change our look," said Julia Weber, director of marketing at Pure Flavor. "This refresh represents a broader shift in how we communicate, connect, and show up as a brand, both now and in the future."
© Pure Flavor Farms
The updated brand identity will include a new logo, redesigned packaging, customer-focused messaging, and more.
The team began the process, intending to listen. Rather than making assumptions, the team leaned into research, uncovering insights that revealed how the brand is seen and where it has the most opportunity to grow. What followed was a careful, collaborative process of translating those insights into a stronger, more connected brand experience.
As Pure Flavor continues to scale, the team recognized the need for an identity that not only honors where they've been but is also built to carry them forward with clarity and confidence. It's a long-term investment in staying relevant, distinctive, and aligned at every level, internally and externally.
"What became clear is that people want more simplicity, transparency, and more meaning from the brands they engage with," Weber continued. "This is about being intentional with how we show up and creating a brand that reflects both who we are and who we aspire to be."
© Pure Flavor Farms
L-R: Julia Weber, Jamie Moracci
While visual changes are part of what's to come, the refresh is more than a design update. It's a strategic realignment that reinforces the company's long-term focus: building a brand that resonates deeply, scales effectively, and stands apart in an increasingly crowded market.
"This moment is about honoring where we've been while stepping boldly into what's ahead," said Jamie Moracci, CEO of Pure Flavor. "It's about sharpening our focus and ensuring everything we put into the world reflects the same purpose and energy that's driving us forward."
The updated brand identity will debut at the IFPA 2025 Global Produce & Floral Show in Anaheim, California, and will include a new logo, redesigned packaging, customer-focused messaging, and more. Rolling out in phases throughout the year, this refresh is a clear declaration of the company's commitment to clarity, connection, and meaningful growth.
For more information:
Julia Weber
Pure Flavor
Tel: 519-326-8444
[email protected]
www.pure-flavor.com