Apples. Delicious, but generally a little dull when it comes to branding. Our brief was to make Rockit stand out and warrant their position as the most expensive apple variety in the world. We didn’t want people to compare apples to apples anymore, but to start comparing apples to Rockit.
The positioning also had to share the incredible source of energy in Rockit apples, engaging global, health conscious parents. In short, we had to turn Rockit into the Rockstar of the apple world across all touchpoints. Introducing: APPLES WITH ATTITUDE.
Instead of relying on generic claims like ‘crunch’ or ‘health’ or photography of crunching apples and happy families, we built a standout brand full of attitude.
Grown from the core out, all of the shapes in the new identity were taken from the shapes of the typeface and logo. These iconic symbols, from descriptive to symbolic, offer a unique visual language to share Rockit’s attitude.
The flexible brand system differentiates through use of natural, seasonal colour and a bespoke premium crafted wordmark, with a tilted ‘o’ hinting at our playful side. Since launching the new brand, sales rocketed, increasing by 43%.
Made with the team at Special