37th Annual Marketing Excellence Award Winner: Texas International Produce Association

August 12, 2025 | 1 min to read

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The Viva Fresh Expo celebrated its 10th anniversary with a vibrant brand update that highlighted the event's evolution and future. The modern design featured a striking anniversary mural made from over 4,000 photos capturing the community's journey. This mural not only showcased memories but fostered connections among attendees, evoking nostalgia and pride. Ultimately, the branding reinforced that the event transcends business, emphasizing community, health, and the transformative power of fresh produce.

PROMOTION

Viva Fresh Expo’s 10th Anniversary

STRATEGY

The branding for the Viva Fresh Expo’s 10th anniversary was fresh, inviting, and focused on celebrating the people and progress of the last decade. It was designed to reflect not just how far the event has come, but where it’s going. The look and feel of the event were updated to be brighter and more modern, using clean designs and colors inspired by fresh produce. One of the most powerful parts of this branding was the 10th Anniversary Mural, with more than 4,000 photos from previous Viva Fresh events, showcasing real people, real moments and genuine memories. It was more than decoration, it told the story of Viva Fresh through the faces and experiences of the community that built it. People found themselves searching for familiar faces, pointing out favorite memories, and sharing stories. It brought a sense of connection and pride, showing just how much the event has grown and how many people it has touched over the years.

RESULTS

The mural and the overall branding worked together to highlight the heart of Viva Fresh: community, health, and the power of fresh produce. It helped remind everyone that this event is about more than business — it’s about making a difference.