AUGE Design sets pear brand Eden Gold’s identity in a Garden of Eden

Greenyard Fresh Italy handles the import, export and wholesale distribution of fresh fruit and vegetables as the Italian arm of the Belgian group Greenyard. Eden Gold is a new pear variety, for which the company decided to build a brand to bring it to market. “We are convinced that the pear sector has great potential: consumption is declining among younger generations, and there is no market-leading variety,” Marketing Director Maicol Galeati tells us. Work on the brand had already begun when Greenyard Fresh Italy commissioned Florence and Milan-based agency AUGE Design to create the positioning, identity and packaging to communicate the disruptive and snackable nature of the product. “Our fresh produce sector isn’t very advanced in the world of design. The brand was in its early stages,” Galeati explains, “almost a rough draft, I’d say; but believing in the project’s distinctiveness and potential, we felt we needed to do something that could truly take the product to the next level. That’s why we asked AUGE to help us elevate the brand compared to the other fresh produce products we encounter every day.” Eden Gold’s positioning is ‘LA PERA CHE CAMBIA LA STORIA.’ – in English, ‘the pear that changes the story.’ The line appears on outdoor posters and on the packaging. “Eden Gold is a particularly crisp pear, offering a different eating experience compared with more traditional pear varieties,” AUGE Design details. “The idea of ‘changing the story’ therefore works on two levels: it introduces a new way of experiencing the product while also positioning Eden Gold as something unexpected within its category. ‘Peccato non morderla,’ literally, ‘It would be a sin not to bite it,’ translates the same idea into a more immediate, playful and memorable expression. The line directly references the imagery of Eden and the forbidden fruit, creating an ironic connection between temptation and the act of biting into the pear,” the studio continues. “The Eden name itself offered the possibility of building an entire narrative world around the product. This storytelling dimension became one of the most distinctive aspects: Eden Gold is not simply presented as another variety of pear, but as the protagonist of its own story.”