Description:

Miranda™ – A Rebrand that Surprises and Delights

Miranda™ is no ordinary apple. Discovered as a chance seedling in the sun-soaked orchards of Motueka, New Zealand, it defies expectations from the first glance. With its vibrant yellow-green skin and pink blush, consumers often anticipate a tart flavour—only to be met with a surprisingly sweet, crisp crunch and creamy vanilla notes. This sensory twist became the heart of our rebrand.

Golden Bay Fruit & Downing Design approached this project with a clear goal: to transform Miranda™ from a niche, confused variety into a boutique premium product. The brief was to elevate Miranda’s identity to match its unique qualities, connect with international consumers, especially in China, and create a brand world that consistently surprises.

The creative strategy was rooted in the idea of “Surprisingly Sweet.” Consumer research revealed key insights: Chinese buyers associate sweetness with sunshine and value trust, visibility, and storytelling in imported fruit. We responded with a vibrant brand system that champions Miranda’s unexpected sweetness, New Zealand origins, and distinctive appearance.
Design cues included:
- A custom wordmark in energetic pink, paired with a vivid green backdrop
- A sunburst graphic motif, evoking both radiance and flavour
- A playful hero visual placing a Miranda apple in an ice-cream cone, visually capturing the brand’s twist: an apple that looks tart but tastes like dessert

Packaging also played a vital role. Inspired by Miranda’s tennis ball appearance, we explored eco-conscious “tennis tube” packaging; premium, niche, and perfect for gifting. This creative leap reinforced Miranda’s distinctiveness on shelf and active lifestyle positioning.

From posters and social tiles to PLU stickers and retail cartons, every touchpoint was crafted to express bold minimalism, vibrant energy, and a sense of discovery.

The outcomes have been both commercial and cultural. Miranda has gained new traction across Asia and beyond, capturing attention with its standout visuals and consistent eating quality. The brand now speaks directly to design-conscious consumers who seek novelty, quality, and natural origins.

Miranda™ is more than a fruit, it’s a joyful interruption in a predictable category. This rebrand helped unlock its potential as a lifestyle-led product and positioned Golden Bay Fruit as a brand-led grower committed to innovation.