PinkLady will launch a new “look and feel” for its brand at Asia Fruit Logistica.This will include new graphics and a revamped brand identity.
Themove will mark the first update to the Pink Lady brand guidelines since 2008.
“Wehave undertaken extensive consultation and global research to develop adistinctive new strategy based on branding best practice,” said Craig Chesterof Apple and Pear Australia (APAL), the global brand owner of PinkLady.
“Theresult is a modern look built upon the core drivers of our brand, whilstretaining all the foundation elements of our much loved Pink Lady brand. We areexcited to unveil this first within Asia.”
Theteam behind Pink Lady have worked hard to build its business in the Far Eastsince the first import licence for the apple into Asian territories was issuedin 2011. Chester said the challenge for Pink Lady in Asia is to build astrongdestination for quality apples.
“Wehave seen the traditional trading channels through Europe and the UK are stillprioritised by the big exporting regions globally,” he told Asiafruit.
“Positively, the challenge for Pink Lady’s growth in Asia is not consumer demand. The challenge is securing 365 day quality supply, and continuously demonstrating to exporters that Pink Lady in Asia is a great destination market backed by our global network.”
