Caribe & Co. Transforms Brand Identity with a Fresh New Look

In the world of consumer packaged goods, standing out requires more than just a great product – it demands a clear and captivating brand identity. Caribe & Co., which makes simple syrups inspired by the vibrant flavors of the Caribbean, has recently undergone an exciting brand refresh.

When Savannah Campbell first launched Caribe & Co. in 2022, out of Warren-based Hope & Main’s incubator program, she explains, “I didn't have a clear brand identity or vision for the business.” Over the past year and a half, through numerous interactions at farmers markets and on social media platforms such as Instagram and TikTok, recurring customer questions  – about how much syrup to use, what recipes to use it with, and similar uncertainties – started to pinpoint areas that needed improvement. Campbell realized that it was an issue of communication, and the product description needed to be clearer on the packaging. This realization sparked a deep dive into consumer packaged goods (CPG) research and prompted a re-evaluation of the brand's vision and communication strategy.

Campbell’s research led to a collaboration with Heather Broman, a skilled packaging designer. "Heather helped bring my brand to life," Campbell says. "Through the design process with her, I was able to really put my brand identity into focus, incorporating the feedback I had received." Drawing from her experience as a full-time chef, she aimed to infuse the new brand identity with the rich and diverse flavors of the Caribbean diaspora.

Working closely with Broman, Campbell incorporated vibrant colors and representations of plant and animal life from the Caribbean into the brand, along with whimsical, flowing text. This approach was intended to convey that these were not traditional products, but rather a creative fusion of authentic flavors and imaginative vision meant to evoke nostalgia, fun, and creativity. "As a Caribbean-American chef, I wanted the brand to provide representation and a deeper look into what Caribbean flavors can do and how they can be expressed," Campbell notes.

Among the most exciting updates is the inclusion of the Women's Business Enterprise (WBE) and Minority Business Enterprise (MBE) certifications, recognizing Caribe & Co. as both a women-owned and minority-owned business.

Campbell sees the brand refresh as a new chapter for Caribe & Co., and she hopes it will inspire customers to infuse their own creativity into each recipe crafted with these syrups, much like she has infused her personal heritage and creativity into the brand. "I believe this refresh will help us provide better representation for the Caribbean diaspora and attract new customers interested in exploring cultural flavors in their daily lives." Learn more about Caribe & Co.’s vision and find out how to purchase flavored syrups at CaribeAndCo.com.