MILAN (3 April 2017) — Landor has partnered with VOG, the Association of South Tyrolean Fruit Growers’ Co-operatives—growers of famous brands such as Marlene, Pink Lady, and Kanzi apples—to create a new brand for an innovative variety of yellow apple called “Shinano Gold.” Originating from the region around Nagano in the Japanese Alps, Shinano Gold is an apple of exotic origins and tropical flavor grown with the high-quality standards of Alto Adige and South Tyrol. The new brand, yello®, will be sold across Italy and Europe.
Landor was faced with the task of reframing popular opinion around yellow apples, which are often associated with a traditional taste and lower quality than other varieties. The team also needed to create a clear narrative for the new brand, using a multifaceted proposition to shift consumer sentiment.
Reflecting on the creation of the new brand, Francesca Pannuti, client director of Landor Milan, commented, “Landor won the pitch by translating the brand’s challenge into an ambitious concept: We made the apple’s color its strength. The yello brand is outgoing and engaging, bringing a breath of fresh air to the apple market that does away with preconceived notions around the taste and quality of yellow varieties.”
Gerhard Dichgans, CEO of VOG, continued, “Landor has identified the core facet of this project by focusing on a simple yet meaningful aspect: the apple’s color. If we want to promote a yellow apple, one that differs in color from all others—even other yellow apples—we must promote its color with fierce pride. Shinano Gold wants to communicate that though on the outside it may look similar, on the inside it is different. It is exotic and has a taste all its own.”
The yello brand is brought to life through its tagline: The color of taste. Its vibrant and contemporary visual identity conveys taste, heat, and expressiveness. Crimson and yellow coloring enhances its appeal, while unique typography and brush strokes—inspired by the skillful art of Japanese calligraphy—express the apple’s strong, distinctive personality.
First tastings of yello proved highly successful across select stores in Milan, Belgium, the Netherlands, and Spain. The yello® apples quickly sold out, and feedback has been extremely positive.
For more information, contact:
+39 02 76451729
With more than half a million tons of apples harvested in 2015, VOG’s output of over 600,000 tons represents almost one third of the entire Italian apple harvest—and around 6 percent of total European apple production. Spanning more than 10,600 cultivated hectares in the Bozen, Brixen, Meran, and Südtiroler Unterland areas in South Tyrol, VOG includes 16 member cooperatives grouped into four pools, in addition to Bio Südtirol, the cooperative dedicated exclusively to the cultivation of organic apples. With over 5,000 family-run farms, VOG generated €433 million from 2014 to 2015. These figures provide an overview of VOG, the Association of South Tyrolean Fruit Growers’ Co-operatives, which is the largest European organization of its kind in terms of membership numbers.
Founded in 1945, today VOG markets its apples in 30 countries under the Südtiroler Apfel g.g.A.® trademark and the Marlene® label, which are available in Belgium, Cyprus, Denmark, Italy, the Netherlands, and Spain, among other locations. The association is also a member of variety clubs such as Jazz®, Kanzi®, Modì®, Pink Lady®, Rubens®, and yello®—the latest brand in the extensive range of fruits offered by VOG.
As a global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.
Landor’s branding services include strategy and positioning, identity and design, motion graphics, brand architecture, prototyping, innovation, naming and verbal identity, research and analytics, environments and experiences, engagement and activation, and interactive and media design.
Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 27 offices in 21 countries, working with a broad spectrum of world-famous brands. Clients include Aeroflot, Bayer, BBC, BMW, BP, Citroën, Danone, Emaar, Etihad Airways, International Hotels Group, Procter & Gamble, Russian Copper Company, and Tata Group.
© 2017 Landor. All rights reserved.