Develop an export brand to create more value for the Australian pear industry.
We began with positioning Goulburn River Gold around its Australian provenance, born in Australia’s fruit bowl, the Goulburn Valley. We focussed on celebrating contemporary Australian heritage (the brand essence) in order to stand out from the competition and US counterparts, and came up with the slogan “Packed full of Golden Aussie Sunshine”.
A pear ripened in the Aussie sunshine conjures up imagery of hot summer’s days eating fruit so juicy it drips down your chin – plus the obligatory jump in the river to wash it all off. We mimicked this hot/cold sweet/fresh sentiment with the graphic selections.
The result is a contemporary identity that has a particular Australian nostalgia about it – deep warm colours mixed with sun-faded blues and golds and a distinctive sun-ray graphic.
What we did