Sovirano B Sadu, a new brand challenging the stereotype that apples are bland, has unveiled a new identity and packaging. The brand name, meaning "gathered from the garden," highlights the unique personalities of thousands of apple varieties. The rebranding focuses on trust in natural flavors, curiosity, and childhood nostalgia as its core values.
At the heart of the brand is the friendly hedgehog mascot. Appearing repeatedly on packaging, the website, social media, and animations, the hedgehog is designed to be remembered as the apple with the hedgehog, even if the name is forgotten. The character reinforces the memory cue—the weakest link in the fruit purchasing experience—creating a visual language that's instantly recognizable even on the shelf.
The packaging uses bold graphics and bright tones to distinguish the varieties at a glance. Each variety is presented with a unique palette, keywords, and recommended eating method. The back features a short story narrated by a hedgehog, along with icons and a flavor scale to reduce selection time. The large apple line features an exaggerated illustration of the apple and a short, humorous phrase from the hedgehog's perspective, conveying the message that while it may be heavy, its flavor is worth it.
Structural details also contribute to the brand narrative. The box's side handle is perforated in the shape of an apple seed, subtly linking the B shape of the logo with a hint from the Cyrillic script. This design serves as both decorative and functional, making it easy to hold with one hand.
The project was led by design studio ESH gruppa, and the team encompassed art direction, logo design, copywriting, and motion graphics, enhancing the experience. This rebranding of Sobirano V Sadu is seen as an attempt to transform product selection into a playful experience by combining varietal diversity and character narratives within the common fruit category.
