Brand Identity for Georgia Watermelons

The Georgia Watermelon Association (GWA) is the trade organization from watermelon growers, shippers and allied industry members in Georgia and throughout the southeast.

Together, Oust and Wild Places created a unified brand identity and social campaign that places watermelon at the center of every Georgians’ mind. The campaign leveraged the year-round nostalgia consumers feel for dog days of summer (which just so happens to be the best time to enjoy watermelon.)

We leaned into the “Sugar Baby” naming convention for small watermelons, making new stickers for sugar baby, mama and daddy-sized watermelons as an easy and brand-building surprise-and-delight for shoppers.

Georgia Watermelons, tastes like summertime.