Yes! Apples Rebrand

Apples have been around forever—in history books, pop culture, every lunchbox. Yet most shoppers see them as boring commodities, and for buyers, too easy to white-label.This was about elevating an everyday fruit into the superfood it’s always been. Our role was to highlight what makes apples exceptional, without over-engineering the story.Could we bring apples back into the cultural zeitgeist? Could we break through ubiquity to prove New York-grown apples were better than any other? The short answer—Yes.

With fiber rising as the next obsession, we built a world around apples' health benefits that over-delivered on NY's unmistakable energy, not just its provenance. A story told through juicy, and nostalgic aesthetics—yellows and browns, your favorite middle school teacher’s tone of voice—triggered childhood memories for young parents while offering them a fresh invitation to experience apples as something new.Putting a brand designed for cultural momentum in the hands of a galvanized marketing team keeps Yes! Apples in your face and top of mind—winning new fans, partnerships with health-aligned brands-and the proof retailers needed-to stock Yes! apples over the rest.

After the rebrand having launched into market just over 8 weeks ago to date: - Website presence has grown substantially- Partnerships with major retailers across America are in motion- High-end partnerships with hotels and brands are in motion- Sales through their e-com channels have increased

A graphic system inspired by PLU stickers educates on fiber content, flavor notes, and modern use cases—giving both kids and adults more reasons to bring Yes! home.A custom Yes! logo balances Big Apple energy with upstate craft, where smaller farms pick every apple at peak ripeness for demonstrably better flavor.Stackable, giftable, refrigerator-ready packaging innovations win visibility where customers wouldn't expect them: at checkout counters, in hotel amenities, and within curated ecommerce boxes.