Cruce Family Farms had a premium product—a specialty citrus offering known for its taste, quality, and care in cultivation—but lacked the foundational branding, product story, and go-to-market plan to get it in front of consumers. As a family-run farm expanding from wholesale into direct-to-consumer sales, they needed help translating their passion into a clear, memorable brand identity and strategy.
With no existing digital presence and minimal content developed for retail buyers or end consumers, the farm faced a visibility challenge and a messaging gap. They had a high-end product but no platform or language to help it stand out.
1. Discovery and Analysis
-We kicked things off with a video call to understand Cruce Family Farms’ roots, values, and goals. A multi-generational family business with standout fruit, they had the quality—but not yet the story that made people connect. We reviewed their current materials, studied competitors, and pinpointed the gap: strong product, but a brand story that needed more heart and shelf appeal.
2. Strategy & Development
– Our plan focused on making the brand warmer, more memorable, and market-ready. We rewrote product descriptions to highlight the flavor experience, created a scalable messaging system for everything from box inserts to retail decks, and refreshed product naming with inviting taglines. Everything—from tone to structure—was built to feel personal, polished, and built to last.
1. A complete brand messaging system that can be used across product packaging, presentations, retail sales, and marketing. Product descriptions that help differentiate Cruce’s citrus in a crowded produce aisle or online shop.
2. A values-driven brand foundation that reflects the farm’s integrity while still appealing to modern consumers looking for transparency, taste, and quality.
Our case studies showcase our commitment to understanding market dynamics, audience behavior, and business objectives, transforming challenges into opportunities. Find out more about our case studies to understand how we produce outcomes that accurately capture your brand’s potential.
Client Name: Cruce Family Farms
Industry: Agriculture, Direct-to-Consumer Produce
Project Duration: March 2023 – November 2023
Services Provided: Brand Messaging, Product Positioning, Website Design and Development, Influencer Marketing Campaign, Social Media Growth, Go-to-Market Planning, Consulting
Objective 1: Define and communicate the Cruce Family Farms story in a way that resonates with high-end retail partners and discerning consumers.
Objective 2: Build a brand presence that reflects the premium nature of the fruit and the care that goes into every harvest.
Objective 3: Equip the team with go-to-market language, product names, and messaging that can scale from local markets to national audiences.
Brand Messaging and Storytelling
We created a complete messaging guide rooted in the Cruce family’s values, their care-first growing method, and the premium taste of their citrus. It covered their origin story, core voice, product naming, and messaging for packaging and digital platforms. We made sure every word sounded like them.
Challenge: As their first step into consumer marketing, the tone had to feel premium yet approachable—authentic without sounding overly polished.
Product Descriptions
We wrote clear, inviting descriptions for each product, including Shiranui Oranges, focusing on look, taste, texture, and how to serve or store them.
Challenge: We translated agricultural jargon into everyday language that connected with real families and grocery buyers alike.
Our case studies showcase our commitment to understanding market dynamics, audience behavior, and business objectives, transforming challenges into opportunities. Find out more about our case studies to understand how we produce outcomes that accurately capture your brand’s potential.
Download the Full Case Study
Client Name: Cruce Family Farms
Industry: Agriculture, Direct-to-Consumer Produce
Project Duration: March 2023 – November 2023
Services Provided: Brand Messaging, Product Positioning, Website Design and Development, Influencer Marketing Campaign, Social Media Growth, Go-to-Market Planning, Consulting
Cruce Family Farms had a premium product—a specialty citrus offering known for its taste, quality, and care in cultivation—but lacked the foundational branding, product story, and go-to-market plan to get it in front of consumers. As a family-run farm expanding from wholesale into direct-to-consumer sales, they needed help translating their passion into a clear, memorable brand identity and strategy.
With no existing digital presence and minimal content developed for retail buyers or end consumers, the farm faced a visibility challenge and a messaging gap. They had a high-end product but no platform or language to help it stand out.
Objective 1: Define and communicate the Cruce Family Farms story in a way that resonates with high-end retail partners and discerning consumers.
Objective 2: Build a brand presence that reflects the premium nature of the fruit and the care that goes into every harvest.
Objective 3: Equip the team with go-to-market language, product names, and messaging that can scale from local markets to national audiences.
1. Discovery and Analysis
-We kicked things off with a video call to understand Cruce Family Farms’ roots, values, and goals. A multi-generational family business with standout fruit, they had the quality—but not yet the story that made people connect. We reviewed their current materials, studied competitors, and pinpointed the gap: strong product, but a brand story that needed more heart and shelf appeal.
2. Strategy & Development
– Our plan focused on making the brand warmer, more memorable, and market-ready. We rewrote product descriptions to highlight the flavor experience, created a scalable messaging system for everything from box inserts to retail decks, and refreshed product naming with inviting taglines. Everything—from tone to structure—was built to feel personal, polished, and built to last.
Brand Messaging and Storytelling
We created a complete messaging guide rooted in the Cruce family’s values, their care-first growing method, and the premium taste of their citrus. It covered their origin story, core voice, product naming, and messaging for packaging and digital platforms. We made sure every word sounded like them.
Challenge: As their first step into consumer marketing, the tone had to feel premium yet approachable—authentic without sounding overly polished.
Product Descriptions
We wrote clear, inviting descriptions for each product, including Shiranui Oranges, focusing on look, taste, texture, and how to serve or store them.
Challenge: We translated agricultural jargon into everyday language that connected with real families and grocery buyers alike.
1. A complete brand messaging system that can be used across product packaging, presentations, retail sales, and marketing. Product descriptions that help differentiate Cruce’s citrus in a crowded produce aisle or online shop.
2. A values-driven brand foundation that reflects the farm’s integrity while still appealing to modern consumers looking for transparency, taste, and quality.
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