Nobody expects one of the most joyful rebrands of the year to show up in the produce aisle, but that is exactly where Yes! Apples and Blurr Bureau decided to make their mark, and the result is the kind of packaging that makes you crave a bag of apples.
Blurr Bureau’s design for this New York collective of family orchards takes the humble PLU sticker, that tiny coded label every apple has worn for decades without anyone noticing, and explodes it into a full graphic language of flavor badges and variety callouts. The variety names, Fuji, Gala, and Honeycrisp, are set in a wide, rich serif that brings the warmth. What makes this different from everything else in the produce aisle is the total commitment to treating an apple like a product, giving it the same design attention and cultural confidence you would expect from a premium snack brand, and in doing so making the case that branded produce is something we just might be seeing more of.
