Around the clock, the REO Auction plays an important role in the fruit and vegetable industry. This well-known cooperative provides an important link between farmers and consumers, selling large volumes to buyers in Europe, Canada, America and Asia. However, the auction needed a brand identity that boosts pride among growers, creates more awareness and makes a strong impression in the broad market of customers and consumers. Given a brand architecture with several sub-brands and no uniformity, a unified story became essential for a stronger cooperative. MOQO planted the seed for a flourishing rebranding!

Collaboration is one of REO's most important core values. The cooperative's new brand story brings that collectivity to the surface, with tagline ‘flavour grows through unity’ as the all-embracing conclusion. To strengthen the cohesiveness within the brand architecture, labels like Tomabel and Fine Fleur needed to fit better under the REO umbrella. New brands REO Sublime, REO Terra, REO Nova and Vivo by REO therefore line up both verbally and visually within the refined range.

By joining forces, REO creates a solid position in the market, hundreds of farmers strong. Several links make a single chain. A new and contemporary logo brings that solid connection between cooperative and farmers to life. The font symbolises REO's steadfast quality, while the natural colours refer to the refined craft that plays the leading role every day. Thanks to these elements, collected in a clear brand guide, the updated fruit and vegetable packaging and many other elaborations remain true to the core values and reflect the eternal ambitions of the cooperative.