The World’s Newest Fruit Gets A Majestic Brand Identity Fitting Of Its Grandeur
Image by Born & Bred and featured with permission
After 16 years of working behind the scenes, Fresh Del Monte has unveiled its crowning glory: the regal Pinkglow Pineapple. And, oh, is it swathed in the finest robes.
Unlike most pineapples, the Pinkglow pineapple only grows in one place on Earth. Exclusively harvested at a sustainable farm in Costa Rica, the rare fine-apple is unmistakable for its pink flesh that makes it “shine like a ruby.”
Its gorgeous interior comes from an abundant level of lycopene, the pigment that makes tomatoes red, which not only turns the pineapple into a looker but also gives it a sweeter flavor and juicier texture.
While Del Monte—an American colossus in the marketing and distribution of fresh fruit and vegetable—needs little introduction, the COVID-19 crisis had forced it to switch to a direct-to-consumer approach for the first time in its 134 years. The company thus turned to trendy San Francisco-based design studio Born & Bred to let the fruit’s star quality, hidden under its husk, shine through and create something mighty Instagrammable.
Image by Born & Bred and featured with permission
The studio introduced a befitting identity for the world’s newest fruit. It’s “The Jewel of the Jungle™,” an exotic heir of royalty found deep in the jungle. Unfortunately, its top has to be cut for a new pink pineapple to grow, so buyers will receive the fruit without its crown. But this quickly turned into a branding strength—the Pinkglow pineapple’s story honors the missing headpiece.
Image by Born & Bred and featured with permission
Image by Born & Bred and featured with permission
The fruit’s logo is a lavish depiction of the pineapple crown, and its juicy presence can be seen in a pink custom typeface that appears to be cut from the pineapple.
Image by Born & Bred and featured with permission
Image by Born & Bred and featured with permission
The pineapple’s branding materials are washed in deep greens with an abstract pineapple-themed pattern straight out of “the wallpaper of a royal Caribbean family home.”
The exotic gem also comes shipped in a “precious cargo” box, which, when unwrapped, reveals a vibrant jungle-inspired wrapping with an exclusive ‘Letter of Authenticity’.
Image by Born & Bred and featured with permission
Image by Born & Bred and featured with permission
The ‘Pinkglow’ name was chosen to fit into Fresh Del Monte’s broad family, sitting alongside its sweet Honeyglow pineapple. It was also conceptualized to steer away from the generic, albeit inevitable, titling from consumers of it as “the Pink Pineapple.”
The Pinkglow Pineapple’s rarity and price mean that it isn’t going to be a part of your everyday fruit intake. Born & Bred’s branding strategy for it is hence rightfully far from basic: “From a design perspective, our goal was to reveal the Pinkglow Pineapple like a sneaker drop, and get customers looking to Fresh Del Monte for its next big move,” said Kyle Merwin, the studio’s co-founder and chief strategist.
The design studio described further, “What Born & Bred has provided is a brand that is a performance: a fruit fit for royalty, crown and all.”
It added, “Whether it is a novelty gift for a birthday celebration, a themed holiday party, or simply to get in on some rare Insta content, the Pinkglow brand and experience is designed to provide moment after moment of joy and surprise: a rare jewel to behold.”
Image by Born & Bred and featured with permission
Image by Born & Bred and featured with permission
Image by Born & Bred and featured with permission
Image by Born & Bred and featured with permission
[via Born & Bred, images featured with permission]
Also check out these recent news
