Voice

Expert, easygoing, conversational, and grounded in everyday well-being.

2.1 / Character and personality

Speak with conviction and warmth

Florida Citrus speaks as an expert on citrus benefits and balanced living. The voice highlights facts without making them complicated. It is easygoing, conversational, and approachable. It presents citrus as a contribution to overall well-being, not as a remedy or afterthought.

Get to the point, while taking time to explain benefits, nutrition, and wellness. Everyday moments show how citrus adds a dose of sunshine. The Sunshine Tree carries that legacy into the identity.

Sincere

Be honest and open about products and the issues that affect wellness.

Informative

Explain nutritional value and distinctive features plainly.

Welcoming

Make nutrition and wellness accessible wherever someone is on their journey.

Inspiring

Encourage healthy choices and ways to live well.

2.2 / Differentiation claims

What each brand can emphasize

Florida Citrus

Expert growers

Dedicated Florida growers bring knowledge and care to citrus quality and taste.

Born from the Sunshine State

Sandy soil and subtropical climate give the citrus family its distinctive Florida origin and taste.

Florida Orange Juice

Hydration

Potassium is an electrolyte that aids fluid balance and supports hydration when paired with water.

Immune support

Vital nutrients support the immune system.

Vitamin C

An 8-ounce glass offers more than 100% of the recommended Daily Value of vitamin C.

No added sugar

Its sweetness comes from the orange, with no added sugar.

Not from concentrate

The premium juice comes from Florida oranges rather than concentrate.

Hesperidin

The guide identifies hesperidin as a flavonoid associated with cardiovascular, cognitive, and immune support.

Florida Grapefruit and Grapefruit Juice

Heart health

Vitamins, minerals, and phytonutrients help support cardiovascular function.

Weight management

The fruit and juice are nutrient-dense. In a balanced diet, their nutrients can support weight management.

These are the claims in the January 2022 brand guide. Review nutrition and wellness claims against current approvals before publishing new campaigns.

2.3 / Dos and don’ts

Make the claim more specific

The guide pairs generic claims with language grounded in origin, nutrients, balance, and the feel of Florida.

Instead of this	Say this
“Florida orange juice has tangy and delicious flavors.”	“Florida Orange Juice contains a refreshingly delicious taste that only comes from the Sunshine State.”
“Florida tangerines make a great snack.”	“Florida Tangerines are a tasty, healthy snack that offers vital nutrients to support your overall health and wellness.”
“Florida citrus is the best-tasting citrus in the world.”	“Florida Citrus is unique because it’s grown in the perfect, subtropical climate of Florida.”
“Florida grapefruits can help you lose weight.”	“Florida Grapefruit contain powerful nutrients that support weight management when supplemented with a balanced diet and exercise.”
“Florida oranges are picked at their juiciest.”	“Florida Oranges come from the Sunshine State where they are grown and maintained by the experts: Florida Citrus Growers.”
“Florida Gift Fruit makes a great gift for friends and family.”	“Send friends and family a dose of sunshine with Florida Gift Fruit, a unique present to give, no matter the occasion.”
“Enjoy the fresh flavors of Florida OJ.”	“Enjoy the refreshing taste Florida OJ.”