{"id":382045,"date":"2026-04-08T21:16:11","date_gmt":"2026-04-08T21:16:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/382045\/"},"modified":"2026-04-08T21:16:11","modified_gmt":"2026-04-08T21:16:11","slug":"blurr-bureau-gives-us-a-lesson-in-how-to-brand-something-thats-been-around-forever-apples","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/382045\/","title":{"rendered":"Blurr Bureau gives us a lesson in how to brand something that\u2019s been around forever: Apples"},"content":{"rendered":"

For Jessica Dimcevski, founder and creative director of the New York branding studio Blurr Bureau,<\/a> developing the visual identity for Yes! Apples,<\/a> a collective of small, family-run apple orchards in New York, came pretty close to the dream brief. It\u2019s one that\u2019s quite rare for a design team to come by, because the produce aisle in any supermarket is almost devoid of branding, except, of course, for those glorious stickers you find on fruit (that Kelly Angood<\/a> is so good at collecting). \u201cIn a space that hasn\u2019t already been saturated by branding, we got to set the benchmark for how a brand can show up in the category,\u201d Jessica says.<\/p>\n

Despite Apples being one of the most \u201cculturally embedded foods we have \u2013 from Adam and Eve through to Apple Mac\u2019s!\u201d, says the founder, the red and green globes actually turned out to be quite difficult to brand at first. \u201cOne of the biggest challenges behind this brief was that apples have historically been marketed as a commodity, and commodities are hard to scale,\u201d Jessica says. The brief therefore posed a much larger strategic question than just a simple refresh on the products packaging. So, Jessica says, the team asked: \u201cWhat would it look like if apples were marketed more like a modern consumer brand, rather than a traditional produce item?\u201d<\/p>\n