Case Studies » Case Study 2: Greg’s Fruit Delight Rebranding

Case Study 2: Greg’s Fruit Delight Rebranding

This was my first ever rebranding and web development job back in 2017 for a Web Development module at The University of Technology, Jamaica. The information down below is the process book I converted into blog form to preserve on the internet. Enjoy! 🙂

The Client

In 2013, Magrega Morgan, who goes by the alias Greg, founded Greg’s Fruit Delight. Greg worked as a security officer at the University of Technology, Jamaica; however, he noticed that he could have a more significant impact on the University’s community by contributing to their health. Thus, he used his entrepreneurial skills to create Greg’s Fruit Delight. This business caters to the wellbeing of its customers while promoting that consuming fruits is the “healthy way to start your day.”

Greg’s Fruit Delight seeks to target the University’s community, and this is inclusive of both students and staff. Additionally, customers can choose from a plethora of products that are rich in high nutritional value.

Greg’s Fruit Delight Main Location at the UTech Ja. Student’s Union Barn (Right Besides Shelly’s). Other Locations include Calvin McKain Library, Building 22 (SOBA), Building 5 (SOBA), and Island Grill (Located near front-field).

Background Information

“I was employed as a security guard at the University of Technology, Jamaica (Utech) a few years back when I saw the urge and need for a change in healthy eating among students at the campus. I saw that I could create an excellent customer base here with the staff/student population. It was at this moment that I became an entrepreneur and founded Greg’s fruit delight, a one-stop-shop for all types of healthy fruits, drinks, and smoothies.
So far, our business is still growing, but we hope that one day Greg’s fruit delight will become a household name in Jamaica!”

we hope that one day Greg’s fruit delight will become a household name in Jamaica!

Identifying the Problem

Greg’s fruit delight is a new business in Jamaica, so marketing and building a customer base are critical at this stage. We did some investigation into our client’s social media background to see where they stand in terms of brand awareness and customer reach. They only had a Facebook profile, which is not sufficient, considering that there are other social media networks such as Instagram and Snapchat that their target audience is using.

We also noticed that their brand identity was inconsistent in terms of typography, colours, and an up-to-date logo which was merely three fruits and the company’s name. The client also did not have a website for their company which would allow potential customers to view what was being offered and also to have access to delivery of their meals within the Papine area.

We decided that it would be best to develop a visual identity system for the business and a brand-new website packed with e-commerce features. We built the site on WordPress, which would allow our client to customize their website at any time quickly.

Mind Mapping

The team spent the first-week doing interviews with our clients to try and get an understanding of what their company stands for. We looked at their aims and objectives and what they hope to gain from the website. We also took several photographs of products and members of staff. After we had conducted our interviews, we then took to the University of Technology’s (UTech) main campus to run a survey of 50 respondents to try and understand the reach of Greg’s fruit delight to their target audience and what products were most frequently purchased. The most commonly purchased fruits were oranges and bananas, which are often bundled together for a hundred Jamaican dollars.

With all the information gathered, the team then went to the Calvin McKain Library to create a mind map to organize their thoughts. We would highlight these features on the website, and also compare several ‘fruity’ colour palettes suggested by the client.

The Mind Map

We designed the mind map using the Coggle, which is an online tool that allows users to create high-quality mind maps and export them in widely supported formats such as JPEG and PDF. Designing the mind map took our team significantly less time because we had written down keywords in a journal before using Coggle. We relied heavily on the mind map in many phases of the design, and it helped to provide a unified approach to solving the problem.

Greg’s Fruit Delight Mind Map


After completing a week of mind mapping, the team moved on to the wireframing phase of the website design. The software utilized was Adobe’s InDesign CC 2015 version, the Wirify© by Volkside Chrome Extension and Pinterest’s “pinning” function to gather inspiration and examples of wireframes. (attach inspirations).

The team initially considered doing a one-page website for our client, but after several discussions with the client, we decided a traditional multi-page design would be ideal. The team then went back to the mood board, gathering inspirations and examples before making several sketches using paper and pen and then digitizing them. The approved design featured five main pages: home, about, store, checkout, and contact.

Sketch to wireframe
High Fidelity Mockups
Homepage wireframe
About Page Wireframe
Store and Checkout pages wireframe
Single Product Page Wireframe

To see these wireframes come to reality, the team had chosen several powerful plugins for assistance. We decided on using the Beaver Builder page builder tool for creating the layouts, as shown in the wireframes, the Google maps plugin for adding maps to the website, and the WooCommerce plugin. WooCommerce will allow our clients to set up a virtual store with all of their products available to the entire world and also keep track of their inventory and orders. Our team will also add a MailChimp subscription service so the client can mail special promotions and discounts to their customers.

Visual Identity

Greg's Fruit Delight Colour Palette
Greg’s Fruit Delight Colour Palette

Logo Redesign

Our team also took the time to work on our client’s new logo proposal and, after several revisions, decided on a typographic logo. The logo’s colours represent one of our client’s highest-selling and most recognized products among his customers, oranges. The orange is a warm colour that not only stimulates the appetite is a welcoming colour. Green, the secondary colour of the logo, represents healthiness, and the freshness of our client’s produce. A clean, smooth typographic logo was selected because it represents how choosing a healthier lifestyle cleanses the body and allows it to work more efficiently (smoothly).


We used the third week to focus primarily on copywriting. Our skilled team of copywriters produced web-friendly copy for both the website and product descriptions.’

The Website

Week four was the busiest week for the team of designers. Week four was mainly working on the WordPress website: testing themes and plugins, searching for high-quality icons and selecting appropriate imagery for the site. The team met several times during the week at the University of Technology, Jamaica, to work on the website together, and videoconferencing software such as Hangouts to communicate on other occasions. We did face some difficulty due to Flow’s internet service being down for almost two weeks in the Papine area.

Special Thanks

This production would not have been possible without the aid of several persons during our website design process. Special thanks go out to Mr. Shepherd for providing us with this excellent opportunity to create this website and teaching us skills, which will be pretty useful when in the working world.

Shanique Harvey, our epic leader, deserves most of the praise. She single-handedly organized our group and acted as the calm headed one amongst us, eccentric creatives. A special shoutout to Shakira and Kimone who did most of the copywriting while Mikhail handled the more design-centred areas. Thank you for also setting up meetings and photoshoots with our client.

Mikhail deserves some shoutout too, the guy who made this process book from scratch, the wireframes, selecting and testing typefaces amongst other jobs. Could not have done it all without him.

Looking to know more about the University of Technology, Jamaica, and its graphic design programs? Read The Three Best Jamaican Graphic Design Schools

Want to know more about my process? Read my case study for a recent website redesign I did for Buzzz Caribbean Lifestyle Magazine

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