While Goulburn Valley’s fruit is grown under the strictest food standards in the world right here in Australia, consumers weren’t aware of it. This new packaging revamp told the provenance story of Goulburn Valley as the brand’s competitive advantage – and brought it to life in a way that captivated an audience. Turning the fruit brand into a tourism brand by creating Goulburn Valley Food Tours. The tours began on packs printed with GPS coordinates to pinpoint the exact orchard the fruit came from. These coordinates corresponded to a website that transported users into an immersive guided tour of the area. Goulburn Valley became a destination, and its new labelling system made all FMCG brands accountable for the origin of their food. The old lozenge logo was replaced by integrated typography that embraced the preservative free fruit at its most natural state to reflect the surroundings of the region.
