Heritage preserved. Legacy reimagined.
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Heritage preserved. Legacy reimagined. *
GOULBURN VALLEY
Brand Strategy
Verbal Identity
Brand Messaging
Brand Identity
Packaging Design
Campaign
Photo Production
Art Direction
Created at Our Revolution
What We Did About It.
We began by building a robust brand strategy that would guide Goulburn Valley into its next chapter. At the heart of it: Fruit Reimagined — a powerful idea that reframes preserved fruit as a premium, modern choice. This strategic platform informed everything from innovation pipelines to portfolio planning, giving the brand a clear and confident lens to view future growth.
Visually, we brought this to life through a complete redesign of the identity — anchored by a bold new brand marque. The iconic 'V' shape references the valley itself, while also echoing a cut diamond, symbolising craft, prestige, and purity. Locked within the design is a droplet of fruit juice — a mark of the brand’s promise to deliver only the best of the region.
The brand marque sits proudly on-pack, housing the variant name in a way that elevates each SKU. Descriptors like Clingstone Peaches in Juice are reframed with elegance, no longer functional but full of quiet authority. Behind them, a refined pattern system inspired by the diamond mark brings texture and light to the label, supported by a gentle pastel colour system that enhances navigation and appetite appeal.
The result is a brand world that is confident and premium, yet warm and accessible. One that reclaims the brand’s heritage while paving the way for innovation — from new formats to adjacent categories. Every element, from the logo to the language, was built with longevity in mind, designed to support future growth while standing tall in the present. Goulburn Valley has been reimagined — and the next chapter is ripe with possibility.
How It Started.
Goulburn Valley has long held a place in the hearts — and pantries — of Australians. Known for generations as the trusted name in preserved fruit, it captured the unique flavour and abundance of one of the country’s richest growing regions. But under new ownership came a bold ambition: not just to protect the legacy, but to reimagine it. The brand was ready to move beyond nostalgia and reclaim its place as a premium player — with eyes on innovation, category expansion, and cultural relevance.
Our challenge was to revitalise this national icon with a strategic foundation and identity system that could re-establish Goulburn Valley as the benchmark in quality fruit — not just in jars, but across a broader lifestyle offering. We needed to honour the past, while designing a future that felt ambitious, inspiring, and distinct.
