The brief was to name and develop a recognisably premium cherry brand that could be used across a variety of applications. With the goal of introducing it as the long-awaited new and superior cherry brand from New Zealand. It needed to present the cherries as a gift from New Zealand’s best cherry region (Central Otago), with the promise that there is much more to come all summer long.
Client Lead: Georgina Guthrie-Murray
Creative Direction: Rachel Binnie
Graphic Design: Emma Buchan
The Process
After an initial meeting, our Senior Designer Rach worked alongside the clients Sharon Kirk and Dave Smith to bring their vision to life. As a result, Rach developed 'Beyond', which references that at every step – from planting to packing – they go above and beyond to achieve the highest quality cherries. The brand utilises bold Central Otago colours and timeless typography to create a luxurious, high-end brand.
The Outcome
Branding | Packaging | Design for Print
Our Senior Designer Rach introduced our Design and Marketing Intern, Emma, to the project at an early stage and worked together to create the design outcomes. We found it was crucial to stay connected with the clients throughout the design process and keep them in the loop as much as possible.
We are most proud of the beautifully crafted cherry box designs, which we spent many hours working on and refining. There are eight boxes in total, which includes 1kg, 2kg, 5kg, 6 x 2kg and 12 x 1kg. We are sure they'll leave a lasting impression on anyone who buys one!
Some additional things we created was a brochure, stickers and a gift card to go inside the boxes. We even developed a secondary brand to target a more kiwi audience, stripping back the original brand to present a more simplistic design.
Check out Beyond on the Southern Fruits Website here.