pinata rebrand

Leading Australian fresh fruit producer Piñata Farms has engaged Brisbane design agency Juno Creative to refresh its brand including corporate logo and produce logos, iconography, fonts, colours and packaging.

The new branding will appear on all of the company's produce lines, as well as its uniforms, vehicles, farm signage, stationery and merchandise.

Managing director Gavin Scurr said the new look is the first significant brand update undertaken by the Queensland-based pineapple, strawberry, raspberry and mango producer in the past 10 years.

'The Piñata name is well recognised and loved by consumers and we wanted to leverage off that and modernise our look across all aspects of our business, including labels and packaging for four very different produce lines,' he said.

'Our objective was to build on branding elements that were market effective, refine the elements which were less effective and integrate all elements to better define Piñata's personality and core values as a family owned and operated farming business.

'We were looking for a fresh, vibrant and lively presentation to reflect both our growth since we started growing pineapples in the 1960s, and our future,” he added.

Scurr explained the company wanted to achieve synergy and continuity across its fruit lines. This was made all the more challenging given pineapple labels, strawberry punnets and mango stickers present three different design challenges in terms of size and application. The company’s raspberries are branded BerryWorld.

'Our retail customers love our new look and are excited about unveiling it. We're confident it will also resonate with consumers nationally,' said Scurr.

The refreshed brand is currently being phased in with Piñata pineapples the first to sport the new look, followed by specialty Honey Gold mangoes this season.

The cornerstone of the new look sees the corporate Piñata Farms logo revitalised to give a first impression of a smile. The previous corporate bright light green has been refined to become a more earthy, forest green.

Piñata pineapples grown in Queensland and the Northern Territory feature square white labels with a stylised yellow pineapple and forest green leaf element. The new look includes variations for extra-large and baby pineapples and has started to appear in stores around Australia as existing stock is phased out.