In partnership with Washington State University, Sunrise Magic™ brand apples are being re-introduced into the marketplace. With help from consumers, the name was chosen for WSU's WA 2 apple during a series of polls. Sunrise Magic™ is a cross between a Splendour and Gala, which have both been successful in the commercial market. With an attractive pinkish-red blush and moderate acidity, Sunrise Magic™ is perfect for fresh eating.
Finding a brand that resonates with consumers is a critical initial step in developing a new variety. When Sunrise Magic™ apples gained media attention, we began to develop a brand that could make an emotional connection with the consumer. After observing two focus groups in Spokane and Seattle, the participants noted that the light, blush color of the apples reminded them of a pleasant sunrise at an orchard. Cristy Warnock, operations manager at PVM, said, "It is mild and refreshing, it would be a light way to get a fresh start to your day.”
A Tale of Two Logos
In preliminary designs, you can see the apple was originally called Sunrise Delight. However, our studies showed that we needed a little more "magic" in the name.
Again, these logo designs were developed so we could get consumer feedback. After preliminary polls, the logos both seemed to generate the same enthusiasm with their bright colors and strong design. In order to put the logos into context, a series of packaging designs were developed to show how the logo could be used.
To help decide which logo to choose, a series of floor displays and additional packaging were designed to help bring the logo to life. Again, the feedback was positive and very close.
With the first round of comments taken into consideration, the selection was narrowed down to two designs. Polar opposites, the first design takes on the darker start of morning while the other design showcases the brighter hints of sunrise.
The top two designs, showcasing both versions of the logo, were put to a consumer test. The final findings were about 60/40 with a slight margin more in favor of the brighter packaging.