“A brand refresh for R&R Smith, a family apple-distribution business established in 1938. The orchard is situated in Tasmania’s Huon Valley, a once-thriving farming region that exported apples all over the globe and earned Tasmania the title of ‘Apple Isle.’ As early adopters of organic practices, R&R Smith grew to be the market leader in Australia. Rebranding provided the company with additional brand awareness and a platform to increase its visibility in Asian export markets.

“Our identity is a contemporary reimagining of the golden era of the Apple Isle. A versatile suite of marks and a custom ampersand center on the form of an apple and its broad symbolic meanings, including Tasmania as an island, fertility and life. The apple mark emphasizes health through subtle gestures to the eyes, heart and lungs. Unadulterated color reflects the intensity of the fruit flavor, the dynamic natural Huon Valley landscape and provides a point of difference and visibility in the organic space. Clear, confident messaging and tactile brand applications using uncoated recycled stocks and vegetable inks embody the company values.”