Food and Beverage

Sweetness Beyond Expectation

Golden Bay Fruit

Miranda™ apples began as an unexpected discovery – a chance seedling that grew into something special. With their distinctive green and yellow hues, they often catch the eye – and just as often, they challenge expectations. Many consumers, seeing the colour, anticipate a tart bite. But Miranda™ apples are sweet and refreshing, a delight that needed to be communicated to the world. 

As Golden Bay Fruit set its sights on international markets, especially China, the challenge was clear: how to create premium brand positioning and communicate key flavour cues through visual language. The company needed to build clarity and cut-through in crowded global markets, where every detail mattered and every story had to resonate. 

The FernMark Licence Programme provides a foundation of trust and authenticity across Golden Bay Fruit’s full range of varieties. New Zealand provenance is highly regarded in the fruit industry as a signal of the highest quality, and the Silver Fern – the most recognised symbol of New Zealand worldwide – carries real weight in many export markets. With trademark protection and the credibility of New Zealand’s official government association, the FernMark helped protect the integrity of the brand. More than a mark, it is a promise synonymous with quality, ingenuity, and care.  

However, the journey didn’t end there. The Export Storyteller GOLD programme became a catalyst – giving Golden Bay Fruit the opportunity to take a deep dive into one standout variety, Miranda™, which was performing strongly once consumers tried it, but needed sharper cues in how it was presented. The team immersed themselves in the programme’s modules, drawing insights that would prove invaluable. A key market finding – that Chinese consumers associate the sun with sweetness – inspired a bold new direction for Miranda™ apples. 

The design brief became focused and vibrant. Packaging featured a modern sun graphic, and the emotionally engaging tagline, “Surprisingly Sweet,” captured the essence of the brand experience. The rebrand was more than a facelift; it was a strategic move that has resonated deeply in Asian markets. The new packaging and messaging cut through the noise, building clarity and connection with consumers. 

The impact was immediate and profound. The new packaging led to a trial in China’s premium modern retail chain Hema Fresh, and went on to gain a nationwide listing – as well as new retail listings with other retailers across South East Asia. Miranda™ apples received fantastic market feedback, reinforcing the power of pairing great taste with clear, culturally relevant cues. The FernMark’s trademark protection and government association further strengthened trust and authenticity, helping protect the integrity of the brand in-market.  

Eleni Yianna Hogg, Marketing Director, captured the transformation when she was the guest speaker at one of the Export Storyteller INSIGHTS webinars – a series designed to share learnings and inspire other exporters. Her words reflected both the success of the rebrand and the value of the programme:  

“The Export Storyteller GOLD programme gave us the tools and insights to reshape our brand with confidence. We applied learnings to create a tight design brief for Miranda™ apples, leading to a bold rebrand that resonated with Asian markets."

The result? Fantastic market feedback, premium retail listings & expansion and a finalist spot in the 2025 Best Design Awards. The GOLD Alumni mentoring workshop supported this work as part of the design foundation, helping us create strong messaging with brand-led graphics as part of a design system that can now be easily rolled out over new packaging SKUs and other Miranda™ projects.   

Miranda’s™ story is one of ingenuity and adaptation, guided by the values of Pōtikitanga (curiosity and ingenuity) and Manaaki (warmth, hospitality and generosity). The FernMark and Export Storyteller GOLD programmes have helped the company turn a challenge into an opportunity, proving that with the right story, sweetness can shine through – no matter the colour of the apple.  

Today, Miranda™ apples are not just a product, but a symbol of New Zealand’s ability to surprise, delight, and connect with consumers around the world.