AUGE Design sets pear brand Eden Gold’s identity in a Garden of Eden — The Brand Identity – Home of the Greatest in Graphic & Brand Design

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.”

The identity is built on a set of artworks treated as pictorial pieces. AUGE Design developed the artworks with the support of AI, under its own precise art direction. The visuals began with “our own interpretation of what a contemporary Garden of Eden could look like,” the studio notes. “We first worked through sketches and compositional studies to define the landscapes, architecture, atmosphere and hierarchy of the different elements. The scenes were then developed using artificial intelligence, while continuously refining and controlling the composition, lighting, mood and stylistic consistency. We established a specific set of visual parameters to generate different scenes while ensuring they all belonged to the same imaginary world and shared a consistent visual language.”

The positioning ‘the pear that changes the story’ was the starting point for the identity, in the branding as much as the packaging. “From the outset, we wanted to create a custom lettering system with a serif structure that felt bold and contemporary at the same time. Particular attention was given to signature details, such as the curved terminals of the ‘E,’ which contribute to making the wordmark immediately recognisable,” the studio tells us. The primary typeface is the bold yet decorative Indubitably. It expresses both the brand’s tone of voice and its storytelling dimension. The plainer Archivo is its functional counterpart.

For colour, AUGE Design chose light blue and gold. “The palette was designed first and foremost to maximise the packaging’s stand-out on shelf. Fresh fruit and vegetable packaging often relies on natural, earthy and craft-inspired colours. With Eden Gold, we deliberately moved away from these familiar category codes, introducing a palette that feels unexpected within the sector while remaining closely connected to the product name and to the precious, almost fairytale-like imagery of the Garden of Eden,” AUGE Design reasons. “Together, they also create a strong contrast with the natural yellow and red tones of the fruit visible through the die-cut window, making the pears themselves an active part of the visual composition,” the studio continues. “The die-cut window is inspired by architectural forms connected to the neoclassical imaginary developed throughout the identity. At the same time, it performs an important practical function by allowing consumers to see the product directly, especially since no photographic representation of the pear appears on the packaging.”

Greenyard Fresh Italy holds the exclusive licence to sell Eden Gold in Italy and Europe. “We’ve entered markets in Germany, Denmark, Austria, England and, of course, Italy,” Galeati notes. In February 2026, Italian fruit trade title FruitJournal reported that volumes quadrupled over the season, with the growth driven mainly by export, and that several major chains in Austria and Germany took the product on as a premium private label, but that Italy is the harder market. “What gives us the most confidence is the positive feedback from children, who really love the product – they’re our barometer for tomorrow’s market,” he concludes.