Consumers told researchers that the Zespriâ„¢ kiwifruit was "ugly as sin and tasty as hell," that it "enlivens the senses" and appeals on both a physical and spiritual level. "It's like having a shower: physically good and emotionally uplifting," said one Japanese consumer.

ZespriTM captured all of this in one idea, unleashing the tangy essence of what was uniquely New Zealand - to be trademarked around the world.

Our new identity reflected the zestiness and liveliness of the fruit, and moved it from the category of perishable commodity into the premium-priced consumer goods bracket.