REBRAND
Lenswood Apples REBRAND that protects heritage and supports growth.
Client / Category
Lenswood Apples - Premium Adelaide Hills apple grower co-operative
Challenge
The brand no longer reflected the quality, heritage, or ambition behind the fruit
Solution
REBRAND - A clearer, consistent brand across the entire business
Outcome
Distributor confidence restored, the range easier to understand, and long-term national recognition secured.
CASE STUDY
Built through a clear three-stage approach
Clarity → Visibility → Consistency
THE CHALLENGE
Lenswood Apples is a premium Adelaide Hills apple co-operative with strong orchard provenance, established retail and distributor relationships, and a loyal customer base. Product quality and reputation were never in question.
As the range expanded, however, the way the products appeared and were recognised began to fall behind the business itself. Differences across the range made it harder to understand at a glance, and harder to confidently present as a premium offer.
This mattered commercially. Competition in premium produce intensified, national distribution opportunities increased, and clarity became critical. Without a clearer structure, the brand risked being overlooked or misread at shelf. At the same time, Lenswood’s heritage and recognition carried real equity and could not be set aside without consequence.
THE INSIGHT
A typical response would have been to update the range piece by piece.
That approach may have created short-term polish, but it would not have solved the underlying issue. Inconsistency would remain, and the risk of slowly eroding hard-earned heritage would increase.
What Lenswood actually needed was a clear brand system , one that aligned heritage, quality, and ambition, and gave the business shared clarity before any decisions about growth were made.
OUR APPROACH
The work was guided by three principles: clarity before decisions, alignment before growth, and structure before scale
Key decisions included:
Defining what the brand stands for, grounded in provenance and quality
Creating a clear, consistent structure across the full range
Ensuring the range clearly reflects quality, heritage, and value at a glance
The work deliberately avoided short-term changes or piecemeal decisions. Recognisable equity was protected, and every decision was made within a clear system. The focus was on longevity, consistency, and confidence - not novelty.
THE RESULT
Externally, the brand gained stronger distributor confidence, supporting successful national distribution. Trade conversations became clearer, with provenance and quality easier to explain and justify.
Internally, the business gained confidence presenting the range, with clearer guidance for sales and marketing. Decisions became easier because ambiguity was removed.
The impact has been both immediate and lasting. Introduced in 2012, the brand has remained unchanged — recognised, respected, and consistent. It continues to stand strong nationally while building long-term value within the Lenswood community.
WHY IT WORKED
The outcome was driven by establishing clear brand foundations first - aligning heritage with perception, and creating structure distributors could immediately understand.
This reflects Influx’s belief that longevity reduces commercial risk, and that clarity builds confidence both internally and externally. The same approach is repeatable for any premium producer whose quality has outgrown how they are currently understood, and who needs structure to support growth.
IS THIS FOR YOU?
You’re an established premium food or beverage producer preparing for wider distribution
You’re an owner-led business with strong heritage and quality credentials
Your brand and products have outgrown their current presentation
You’re comfortable protecting heritage while evolving for the future
Not for start-ups or early-stage brands, businesses seeking a cosmetic refresh only, teams unwilling to engage in strategy before design.
