While Tasmania's fruit is grown under the strictest food standards in the world right here in Australia, consumers weren't aware of it. This new packaging revamp told the provenance story of Tasmania as the brand's competitive advantage – and brought it to life in a way that captivated an audience.
Turning the fruit brand into a tourism brand. The old logo was replaced by integrated typography and lively illustration that embraced the preservative-free fruit at its most natural state to reflect the region's surroundings.
