Description:

We partnered with The Apple Press to transform their brand into Picky—a vibrant new identity designed to reflect their expanded range of juices and smoothies and to support international growth. With a name that celebrates their commitment to quality, Picky flips the idea of being selective into a bold, joyful strength.

Through a dynamic new packaging system, expressive tone of voice, and playful design language, Picky now delivers a standout shelf presence in a crowded global market. The brand identity captures the meticulous standards behind every juice—only the best ingredients, thoughtfully sourced, and crafted to bring flavour and joy.

This rebrand opens new pathways for export, revitalises the juice category with fun and flavour, and positions Picky as a premium, people-first choice that’s proudly picky about what goes in the bottle—and who it’s for.