New Zealand kiwifruit marketer Zespri has unveiled new branding, in its first change of logo since it was established 22 years ago.
Revealed at the world's leading fresh produce exhibition, Berlin Fruit Logistica, the new look aimed to "capture the burst of flavour consumers get from biting into a Zespri Kiwifruit."
Zespri had record operating revenue of $3.14 billion in 2018/19 and chief growth officer Jiunn Shih said the refresh was designed to position the company for its next phase of growth.
"We see evidence that consumers today are making more considered purchasing decisions and looking for brands that have a purpose and set of values that they can personally identify with.
"We're proud of our purpose and our values, including our role as kaitiaki (guardians) for our future generations, and consumers can expect to see that increasingly brought through in our refreshed visual identity," said Shih.
There had been an extensive process in developing the new look, including looking at how Zespri could better connect emotionally with consumers and build a stronger, more intuitive brand identity.
"We're confident that our new brand will resonate not only with our loyal fans but pique the interest of new ones, helping differentiate Zespri in the fresh produce market so that we can continue to grow our share of the global fruit bowl."
The refreshed Zespri logo features the use of a green fan, inspired by the vibrant cross-section of kiwifruit with different shades of green bursts, and a red wordmark reflecting "the energy and dynamism of the Zespri brand."
Shih said the refreshed brand also recognised the fact that consumers were increasingly health-conscious, with a new tagline, 'make your healthy irresistible'.
In its biggest ever investment in marketing, Zespri would progressively roll out the new brand across packaging and collateral and enter markets from May 2020.
Zespri and has a goal of reaching $4.5 billion in sales by 2025.