picky → Brand identity

DMY partnered with The Apple Press, a premium New Zealand apple juice brand, to help them evolve into Picky—a name and identity that reflects their expansion into other fruit juices and smoothies. Originally focused on perfecting apple juice, they wanted to diversify their range and tap into overseas markets. Through extensive audience testing and collaboration with their marketing team, DMY found their original brand was not widely recognized, creating the perfect opportunity for a fresh identity. With a new name that captures their commitment to quality and selectiveness, DMY developed a bold, vibrant packaging system to convey the brand’s playful and “picky” nature, standing out in a crowded global market. Picky now expresses the brand’s meticulous standards, from sourcing the finest ingredients to creating juices that bring a celebratory burst of freshness. This transformation positions Picky as a premium, fun-loving choice both locally and internationally.