Blurr Bureau Creates New York Pride Branding for Yes! Apples Collective

New York branding studio Blurr Bureau developed a visual identity for Yes! Apples, a collective of small family-run apple orchards in New York. Founder and creative director Jessica Dimcevski described the project as a rare opportunity in the largely unbranded produce aisle. The studio faced challenges marketing apples as commodities, prompting them to approach the fruit as a modern consumer brand rather than traditional produce. Design director Alex Darkovski emphasized bold, eye-catching packaging inspired by fruit stickers and nostalgic market signs. Typography paired Displaay's Perfekta with Exposure from 2025TF foundry, creating a modern yet nostalgic combination. The logo cleverly references Milton Glaser's iconic 'I love NY' design with an apple at its core, while the Y in Yes! doubles as a tree sprouting from a seed. Every sticker declares 'Yes! We're grown in NYC', emphasizing state pride. Packaging includes informative labels about nutritional value and flavor profiles to encourage shoppers to explore different apple varieties beyond their usual choices.