From Commodity to Global Brand: How PIQA® Pears is Redefining the Fruit Category
In today’s competitive fruit market, branding is about more than just a label — it’s about creating an identity that tells a story, connects emotionally, and adds value for both consumers and growers.
Take PIQA® Pears, for example. What started as PiqaBoo, an exotic red pear with vibrant skin and crisp texture, needed more than just a fresh look — it needed a full strategic overhaul. While the fruit itself was unique, the brand lacked the depth and emotional resonance to make a real impact in the crowded fruit category.
That’s where we came in. Working with Prevar, we repositioned PiqaBoo as PIQA® Pears, transforming it from a niche product into a global leader in premium pears. This wasn’t just about a new name and logo — it was a strategic reinvention. We refreshed the product’s value proposition, messaging, and visual identity to reflect its distinctive qualities and unlock its broader potential.
PIQA® Pears is all about growth. While PIQA® Red is the flagship variety, the brand is designed to expand, with plans to introduce more premium pear varieties. Every new product will carry the same core values: vibrant colour, exceptional taste, and superior quality.
The rebranding of PIQA® Pears has turned it into more than just a fruit — it’s a symbol of quality, innovation, and indulgence. Its identity now resonates globally, connecting with consumers and growers who appreciate top-tier produce.
This bold transformation has set the stage for even greater things. PIQA® is no longer just a pear; it’s a global vision for what premium produce can achieve.
