About the brand and logo

Since this apple was naturally discovered in New Zealand, we wanted to choose a name that was unique to and identified the apple with New Zealand. 

We believe KORU® Plumac c.v. will be an important apple to the New Zealand fruit industry, so we chose a name of similar stature in our culture.
The word 'Koru' is a Maori (pre European settlers of New Zealand) word for the new unfurling fern frond as it unfolds to create a new leaf. The design is an important symbol in both Maori and New Zealand culture symbolizing new life, regeneration, growth, strength and peace. 
The symbol also is one for renewal, and hope for the future as the circular shape conveys the idea of perpetual movement and the inward coil suggests a return to the point of origin, symbolizing the way in which life both changes and stays the same. 
In choosing the colours for the KORU® Plumac c.v. apple branding, we decided that the distinctive red with orange tint of this apple was similar to the traditional red ochre colour used in Maori art. This colour is a symbol of mana (prestige, power and status). The other traditional colours in Maori art are black and white and have also been incorporated into the design. 
We employed a graphic designer to incorporate these concepts and the KORU® Plumac c.v. Brand logo, PLU sticker and box design flowed from this.