Close-up of Noble Fellows “Baron Betsy Chardonnay Marlborough 2018” wine label design by Our Revolution featuring a Renaissance portrait of a cow wearing historical clothing Jen DoranWoman opening a bamboo steaming basket revealing boxes of Brendan Pang’s dumplings. Packaging design by Sydney design studio Our Revolution.Packaging design of a bottle of rum lying in the sand with brand and packaging design by agency Our Revolution design agency in Sydney and LondonTwo people enjoying Chobani yogurt by packaging design agency Our Revolution Sydney London Jen DoranGummy brand poster design on urban street designed by creative brand agency Our Revolution for That Hippie Co.Woman in bright clothing holding a jar of Goulburn Valley, showing the rebrand by packaging design agency Our RevolutionChobani Greek Yogurt packaging design by Our Revolution branding agency in Sydney and London with colourful retro breakfast art direction Jen Doran Primo meat brand design by Our Revolution with a salami sandwich with text “Yummm!”Two bottles of tequila laying on rich red soil brand and packaging design by Our Revolution design agency in Sydney and LondonColourful contemporary illustration by Our Revolution for alcoholic seltzer brand Liberty Coast, covered in water dropletsHans rebrand by brand design agency Our Revolution featuring vintage navy ink illustration on textured paper showing a man on a bicycle holding a roll of Hans salami
Woman in bright clothing holding a jar of Goulburn Valley, showing the rebrand by packaging design agency Our Revolution
Food
31-01-2023
Food
31-01-2023

Goulburn Valley

Revitalising a cherished fruit brand, steeped in tradition, to help reclaim its crown as the quintessential top-notch choice in the market.

Goulburn Valley
Rebrand
Goulburn Valley
Rebrand
Brand research of historical sepia photograph of Goulburn Valley workers with crates of fresh fruit Our Revolution
  • BRAND STRATEGY
  • BRAND IDENTITY
  • PACKAGING DESIGN
  • BRAND ACTIVATION

Goulburn Valley is a heritage fruit brand beloved for generations, capturing the essence of a region brimming with natural bounty. Here, the sun-kissed soil, the crisp air, and the warm sun combine to create the perfect growing conditions for fruit that simply tastes better. With new owners guiding the brand, we looked to reignite the nation's passion for the fruit of Goulburn Valley and restore this icon to its rightful place as the premium choice in preserved fruit.

Historical monochromatic grainy photograph of workers on wooden ladders harvesting fruit in the Goulburn Valley

The Challenge

With new ownership, daring aspirations and expansion plans emerged for the brand. Our task was to craft a revitalized identity that positioned Goulburn Valley as a top-shelf fruit brand, standing out from the competition and forging a unique path for growth into uncharted categories. We envisioned a fresh perspective on preserved fruit, and sought to unleash our vivid imagination and offer new, imaginative ways to savour its flavour.

Brand identity design of premium fruits logo for Goulburn Valley rebrand by branding agency Sydney London Our Revolution

The Solution

Collaborating with the Goulburn Valley team, we developed a new brand strategy that elevated them to the premium and innovative leader in the preserved fruit aisle. Harmonising research and insights, we crafted a blueprint for the brand - a vivid declaration of its purpose, a unique and compelling concept at its core, and a set of unwavering beliefs that set Goulburn Valley apart. Our brand essence "Fruit Re-Imagined" served as the foundation for a bold and creative approach. This strategy laid the groundwork for future growth into additional categories, aligning with their broader business goals.

The Goulburn Valley brand marque underwent a complete transformation, birthing a bold and recognizable 'V' shaped logo. The shape pays homage to the valley's name, echoing the 'V' in Valley and showcasing its rich heritage. This iconic design also resembles a cut diamond, alluding to the brand's unwavering commitment to premium quality. A juice droplet locked within the design symbolizes the finest selection of fruit and its placement, cascading down the diamond, is a testament to the superiority of Goulburn Valley produce.

Hand squeezing fresh fruit into Goulburn Valley fruit jar, rebrand design by Sydney packaging design agency Our Revolution
Goulburn Valley rebrand by packaging design agency Our Revolution showing three jars of preserved fruit in blue tiled kitchen Jen Doran
Pastel dessert table with glasses of fruit, branding design and art direction for Goulburn Valley rebrand by Our Revolution
Goulburn Valley fruit product range with colourful bold packaging design by Sydney packaging design agency Our Revolution
Goulburn Valley recipes for fruit reimagined
Bold tiled packaging design for Goulburn Valley fruit brand with retro metal spoons art directed and designed by Sydney brand studio Our Revolution

The Packaging

The new brand marque takes centre stage on the packaging, its grand design serving as the defining feature and encircling the variant name. Breathing life into the otherwise monotonous variant names, the logo embraces imaginative titles such as ‘Clingstone Peaches In Juice’, elevating the brand above its competitors and imbuing each jar with a greater sense of value and superiority. The brilliance of the fruit is captured through each jar, inspiring us to craft a visually stunning pattern on the label, with delicate pastel hues serving as the backdrop, guiding consumers and intensifying the flavours. An artistic abstract pattern echoes the shape of the diamond logo, further fortifying the brand's iconic mark. The packaging design exudes confidence, radiating the brand's unique spirit and offering versatility across different formats, with the emblematic brand marque residing steadfast at the core of each pack.

Classic summer picnic table with Goulburn Valley fruit branding design by Our Revolution Creative Director Jen DoranWoman holding packaging design of Goulburn Valley fruit brand designed by consumer brand agency Our Revolution in Sydney and London Jen Doran
OUR REVOLUTION

This is a celebration of the endless possibilities that fruit offers, inviting you on a journey to discover the freshest, most exciting and captivating fruit experiences.

Jen Doran, Creative Director
  • Three pastel coloured dessert bowls with Goulburn valley recipes by Our Revolution design agency
  • Hand holding up a jar of Goulburn Valley Fruit in front of landscape by packaging design agency by Our Revolution
  • Bright fruit packaging design for Goulburn Valley rebrand with bold red background and mirror view of ripe fresh peaches by design studio Our Revolution
  • Historical monochromatic grainy photograph of smiling figure collecting peaches fruit into a small wooden crate for Goulburn Valley rebrand
  • Portrait poster design of Goulburn Valley rebrand with brick wall background, by design agency Our Revolution for Premium Fruits brand
  • Tiled fruit and Goulburn Valley product range packaging design by agency Our Revolution
  • Grainy black and white photograph of horse carriage in front of Goulburn Valley Farmers’ Co-Operative General Store
  • Close up of person wearing a navy apron with Goulburn Valley logo, branding design by Our Revolution

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Alcohol
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Alcohol
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