Case Study

Summary

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.

Consumer Insight

With the help of skilled moderators, we can drill down into what consumers think about a new variety and what brands create an emotional connection with them.

Focus Groups

Finding a brand that resonates with consumers is a critical initial step in developing a new variety.

Focus Groups

Naming the apple involved several meetings with focus groups in Seattle and Spokane Washington. Consumer gave valuable insight on the taste test the apple and proposed brand names.

Brand Development

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. Kathryn Grandy, Director of Marketing 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:

Logo Design Round 1.1

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.

Logo Design Round 2

After preliminary polls, the logos both seemed to generate the same enthusiasm with their bright colors and strong design.

Final Logo Design

Final logo design

Packaging & Web Design

Once our Sunrise Magic® consumer tests were complete, the final logo and design were applied to floor displays, different packaging options, and a website.

Packaging Designs Round 1

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.

Packaging Designs Round 2.1

With the first round of comments taken into consideration, the selection was narrowed down to two designs. This first design takes on the darker start of morning while the other design showcases the brighter hints of sunrise.

Packaging Designs Round 2.2

This design showcases the brighter hints of sunrise while the other takes on the darker start of morning.

Final Packaging Designs

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.