Del Monte Gold Pineapple

Derrick Lin


Design: WowMe Design
Creative Director: Andy White
Project Type: Produced, Commercial Work
Client: Del Monte
Location: UK
Packaging Contents: Pineapple
Packaging Substrate / Materials: Aluminium

Del Monte, a family favourite with 125 years of fruit expertise, have grown a hybrid “Gold” pineapple that unlike regular pineapples, that go a bit sour in the cooler months of the year, the fruit retains its sweetness all-year-round. To launch this new product they required a new look for their packaging, something that conveyed the quality, freshness and uniqueness of this new fruit. Something with real shelf-standout!

Following some initial research conducted by Del Monte that involved some early design concepts, WowMe were invited to develop further strategic and creative executions.

WowMe, using their strategic insight toolkit BRANDSCAPE, undertook extensive consumer insight and looked at the current tinned fruit market including the tiers within the category. From the information gleaned WowMe created a strong look that echoes the core Del Monte range, yet elevating the new Gold range to ensure standout at the point of purchase. The strong new ownable look was then passed back to Del Monte’s own team, to develop as packaging artwork.

Andy White, Creative Director of WowMe Design remarked, “Working with a classic brand such as Del Monte is fun. To have such a rich heritage and loyal customer base really helps. Our Brandscape insight was important, it helped us understand what makes the brand so successful and how the new offering would sit within the category”…He added, “We are really excited about the new look for this fresh new product, the new tins look really strong and have a great standout in the aisle.”

Tins of Del Monte Gold pineapple are now appearing on shelves in major retailers across the UK.