A New Look for Frey Farms to Drive Freshness
Retail Turnaround, Brand Revitalization, Supply Chain Optimization, Design, Packaging, Photography, DigitalWhen the nation's top agricultural producer faced a stalling retail launch for its cold-pressed watermelon juice, Ajnci completely overhauled the brand and its operations. By realigning the brand's visual identity, streamlining the supply chain, and launching an innovative, data-backed product expansion, we transformed a struggling beverage line into a national retail and foodservice phenomenon.
CHALLENGE
Despite Frey Farms' massive success in the wholesale produce market, this dominance was not translating to the retail launch of their Tsamma cold-pressed watermelon juice. The brand was failing in 2,200 retail locations, with acceptable sales velocity only surviving at a single customer, Fresh Market. The Ajnci team identified several critical pain points that required immediate intervention: cluttered brand messaging, an unsustainable Cost of Goods Sold (COGS) in a declining category, and a fundamental misunderstanding of the marketing support required to survive on highly competitive retail shelves.
RESULTS
The turnaround strategy led by Ajnci resulted in substantial, data-driven achievements that completely altered the trajectory of the company. By optimizing the supply chain and building an on-farm juicing facility, we successfully reduced the cost of goods sold while fully utilizing the crop—including perfectly good "ugly" produce—to heavily enhance profit margins. The brand expanded its presence from a single retailer to achieving massive success in Publix and Walmart. Furthermore, our strategic product expansion into Aguas Frescas, lemonades, and teas resulted in a successful launch across more than 30,000 QSR locations, representing exponential revenue growth.
Beyond retail sales, the brand received notable recognition within the CPG sector, appeared in a national Walmart commercial during the World Series, and generated enough cultural impact to facilitate a best-selling book deal with CAA and a television project with ABC based on the founder's journey.
Frey Farms is a family-operated agricultural powerhouse founded by Sarah Frey in 1992. As the nation's largest grower of watermelons, cantaloupes, and pumpkins, they specialize in growing, packing, and shipping fresh produce, as well as producing farm-sourced beverages and ingredients. Committed to sustainable farming practices, they operate with a focus on minimizing environmental impact while delivering fresh, safe, and delicious food.
APPROACH
DESIGN
Leveraging industry intelligence and consumer focus groups, our creative team designed cohesive marketing collateral aligned with millennial flavor preferences and the demand for "clean label" products. This fresh visual identity permeated all consumer touchpoints, communicating authentic, farm-to-bottle origins and serving as a strong foundation for the brand's retail and experiential marketing strategies.
APPROACH
PACKAGING
We spearheaded a complete revitalization of the TSAMMA brand image to drive immediate standout at the shelf. We redesigned the product presentation to establish a new visual hierarchy that emphasized functional benefits like 'Performance Hydration,' clean ingredients, and natural antioxidants. This bold, clear design approach allowed the vibrant red bottle to serve as a silent salesperson for health-conscious consumers and athletes.
APPROACH
PHOTOGRAPHY
To capture the "crafted with care" ethos and provide context for the brand's authentic roots, we directed comprehensive lifestyle and agricultural photography sessions. By showcasing vibrant field harvests, the meticulous on-farm cold-pressing process, and dynamic shots of active consumers utilizing the juice for fitness recovery at the beach, we created a highly engaging visual language that perfectly complemented the new brand design
APPROACH
DIGITAL
Realizing the current distribution was bleeding capital, we strategically exited 2,200 failing locations to focus our relaunch on specific geographic markets where the brand could achieve a low-cost, high-impact marketing spend. We activated a robust digital and experiential marketing strategy that utilized our new lifestyle photography for digital campaigns, ensuring our messaging resonated deeply with modern beverage trends and active lifestyle participants.