EDEN GOLD

Eden Gold is a pear variety distributed in Italy and Southern Europe by Greenyard Fresh. The Italian branch of the Belgian group Greenyard, founded in 1969 in Trevenzuolo (VR), specializes in the import/export and wholesale distribution of fresh fruit and vegetables for wholesalers, retailers, and large-scale distribution.

Greenyard needed to develop a brand to market its new fruit variety. They approached us to create a positioning, identity, and packaging that would effectively communicate the disruptive and snackable nature of the product. The goal is to innovate both the shelf and the category, overcoming consumer barriers toward pears.

Through the new strategic positioning that defines Eden Gold as “the pear that changes history,” we developed its new visual identity. The brand draws inspiration from the myth of the forbidden fruit, introducing a new language and innovative visual codes to the category. The primary colors, light blue and gold, give the product a premium and distinctive character. The brand focuses on artworks conceived and treated as true pictorial pieces, rich in evocative power.