AUCKLAND, Today: Kiwi produce giant T&G Global has brought on Special as its lead design partner, tasking the agency with reimagining its premium apple brands for a global audience.
T&G’s been around for over 125 years and supplies fresh produce to 55 countries. You’ll probably know them best for JAZZ™ and ENVY™ apples — now they’re adding JOLI™ to the mix.
JOLI™ was announced in 2023 as T&G’s newest global premium apple. Special Design will lead the brand strategy, visual identity, and tone of voice for the launch into international markets.
Given the global focus, Special’s design work will be shaped by a strategy tested across multiple markets. It’s all about making sure the new brand hits the mark with different consumers around the world.
This move also sees a reunion between Special and T&G’s Head of Global Marketing, Jemma Whiten, who’s worked with the agency before and trusts them to bring apple branding to life.
“When I joined T&G late last year, I couldn’t think of anyone more suited to work across our portfolio of apple brands.” – Jemma Whiten
“T&G are committed to building global brands that drive consumer consideration, price premiums, and ultimately deliver stronger returns for our growers. I’ve experienced the way Special Design can encapsulate a brand through a blend of strategy and visual storytelling.
“When I joined T&G late last year, I couldn’t think of anyone more suited to work across our portfolio of apple brands,” Whiten says.
Special Design’s Emma Vivian says the work is about much more than logos — it’s about helping T&G’s apples truly stand out on the global stage.
“We’re excited to be diving into this brand transformation for T&G, creating a bold identity for JOLI™ branded apples, and working across their premium apples portfolio.
“In a global landscape where consumers are loyal to their favourites and the shelf is more crowded than ever, design plays an increasingly important role in cutting through. Our ambition is to build on their brand presence in a distinctive and future-fit way.”
To learn more about what Special Design can do, get in touch with Emma Vivian at emma.vivian@specialgroup.co.nz.
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