CASE STUDY
Good fruit doesn't sell itself. Especially when it's smaller and twice the price.
Client
Lenswood Apples
Category
Premium Produce
Region
South Australia
Deliverables
Brand strategy
Visual identity
Packaging design
Photography
Campaign Strategy
Website
Social Templates
Lenswood Apples had a newly introduced variety that consumers loved, once they tried it. The problem was getting it in front of them.
After being rejected by major retailers in its original pre-packed format due to sustainability packaging requirements, the only viable route was loose, per kilogram. That created a new challenge: the apple was noticeably smaller than standard varieties and carried a significantly higher price point.
Without a clear reason to choose it, it would be overlooked.
PROBLEM
The brief was to build a brand that could hold its value in a loose retail environment, where packaging is minimal and difference is hard to see.
DECISION
We built Missile Apples as a standalone brand from the ground up. New name. New identity. A packaging system designed specifically for loose produce display, bold enough to hold presence without wrapping individual fruit. Price, story, and presentation were aligned so the premium price made sense at a glance.
OUTCOME
National distribution followed across independent retailers and supermarkets. Consistent sell-outs across all states before season end. Pricing at over 100% above comparable apple varieties and holding.
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