29th Annual Marketing Excellence Awards

CMI Orchards, LLC

Wenatchee, WA

CMI’s Rebranding

CMI was established iCMI Orchards Applesn 1989 as Columbia Marketing International. Since that time, the company has grown into one of the largest apple, pear and cherry shippers in Washington state. To celebrate more than 25 years of operations, the company refreshed its brand to bring renewed energy and vitality into the business.

Columbia Marketing International’s name was changed to CMI Orchards. A new facelift and name celebrates the place “where magic happens” — in the orchard, which is the very heart of the company’s mission statement. A simple green leaf inside the logo resembles a wing of the eagle, bringing the company’s longtime mascot — the bald eagle — back into the orchards, too. The rebrand included updating of all apple, pear, and cherry shipping cartons and PLUs, freshening up designs. The collateral material is eye-catching and appealing to consumers and retailers alike. CMI launched its rebrand with a beautiful new tradeshow booth at PMA in Atlanta in 2016.

CMI’s rebrand has been met with positive feedback from retail customers and consumers. Significant media attention was received both at PMA 2016 and during the year following the rebrand, particularly when CMI leaped to the #1 position in the United States to become the top-selling apple brand in the country. This was significant achievement and validated the success of the rebrand.