Bananar is Iceland's largest fruit and vegetable importer and distributor and have been putting freshness, quality and sustainability before all else since 1955. With new leadership heading the company, Bananar came to us with an ambition of elevating the company with purpose-driven branding that would confront the real issue with Icelanders' lacking consumption of fruits and vegetables. Together we crafted the line 'At the heart of your health' and from there we defined the strategy and creative platform for the future of Bananar. We also further explored the Icelandic market to identify opportunities for product and brand innovations that could create new growth for Bananar. Based on this, we created a further four sub-brands, including Grænt & Vænt which is sold in both Iceland and Greenland today.