Fyffes is a global tropical produce importer and distributor headquartered in Dublin, tracing its banana trade back to 1888 when Edward Wathen Fyffe established an import agency in London [1]. The company’s visual identity is built around its famous blue label, which first appeared on bananas in 1929, making Fyffes the first fruit company in the world to brand its produce [2].
Design and History
The Fyffes Blue Label made its first appearance on 16 July 1929, when it was placed on the company’s imported bananas for the first time [3]. This event marked the first time in history that any fresh fruit was branded at retail [4]. The label has since been recognized as a symbol of quality, freshness and great tasting produce [2].
In 2016, Fyffes embarked on an international brand enhancement programme. The most visual change involved the positioning of the company’s familiar blue, oval-shaped logo, coupled with a new communications initiative called “Discover More” [5]. The programme also included a redesigned website and new truck livery featuring the blue label as the focal point [6].
In 2021, Fyffes launched a new website designed by Friday, a Dublin-based digital agency, with a creative treatment that brings to life the Fyffes blue logo, described as the oldest fresh produce logo in the world [7]. The agency also developed a fresh tone of voice and brand toolkit for the company [8].
Meaning and Symbolism
The Fyffes Blue Label assures that each piece of fruit has been grown, harvested and packed with care using sustainable methods before it arrives at the local store [2]. The company describes the blue logo as an acknowledged symbol for quality, freshness and excellent taste [9].
Typography and Design
A trademark registration for a related Fyffes product line describes the mark as consisting of the words “FYFFES,” “SUPER SWEET” and “GOLD” in yellow-gold letters on a blue oval background with a white edge encircling the blue oval background [10]. The same registration notes that the upper half of the circle formed in the letter “Y” of “FYFFES” is white, while the lower half matches the blue of the oval background [10].
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
