Joya gets fresh brand identity

Joya has received a new brand identity including an updated logo and brand strategy, which is set to be unveiled at this year’s Asia Fruit Logistica.

The rebrand, led by Twenty Degrees, will embrace a more cheerful and approachable outlook, leaning into the joy and positive energy that Joya apples evoke.

“Joya has long been recognised for its robust performance attributes, targeting consumers with energetic lifestyles,” says Philip Turnbull, group chief executive of Twenty Degrees.

“The new brand identity aims to broaden the appeal of Joya, highlighting the apple’s all-around excellence in a more light-hearted and joyful manner.”

Joya has traditionally performed well in Western Europe and South Africa, but with volume increases in recent years, it has expanded into new markets, particularly in Asia where the high-coloured variety has captured attention. This success prompted a strategic review of the brand, resulting in a refreshed identity designed to resonate more deeply with consumers through a global lens.

“This is an exciting new chapter for Joya as we build consumer confidence in the apple’s consistently great eating experience and enable them to build an emotional connection with a brand that is always enjoyable,” Turnbull says.

“Joya now combines the best qualities of a great red apple with the Joya brand’s signature sunny disposition for modern global consumers.”

The brand refresh was developed and executed with the help of Melbourne-based specialist brand agency DiMarca. Global partners and industry experts from across the supply chain were engaged throughout the development process, ensuring cultural and market nuances were considered and that the new Joya brand identity was one that consumers could authentically connect with.

Following its debut at Asia Fruit Logistica this September, the Joya brand refresh will roll out across various platforms including online, packaging, in-store displays, and marketing campaigns.