As the 2025/26 Chilean cherry season [3] progresses, Copefrut [4] has introduced a refreshed seasonal visual identity for its cherries, led by a clean key visual featuring hot air balloons and an updated “Cherry Up” message. The look brings a more modern and recognizable presence to the China market, connecting the natural sweetness of Chilean cherries with an uplifting, mood-brightening brand experience.

The new identity is closely tied to Copefrut’s work at origin. After a season of refining growing and quality processes to deliver more consistent fruit, Copefrut is now expressing these improvements in a way that is easier for the market to see and understand. The upgrade of this season’s brand visuals and materials is part of Copefrut’s broader “Be the Better Partner” strategy — a commitment to presenting clearer communication, stronger brand tools and a more reliable product experience across channels.

The hot air balloon motif signals elevation and optimism, echoing a “sweet start” to the day. It aligns naturally with Copefrut’s long-standing product strengths of dependable quality and steady sweetness, while the “Cherry Up” message positions cherries as a simple way to lift daily moments.

Since the start of the season, Copefrut has been rolling out aligned brand communications and refreshed materials under the “Cherry Up” identity, offering a more contemporary and lifestyle-driven expression for both trade partners and consumers. As the season continues, the renewed identity will guide how Copefrut engages the market, supporting partners with a clearer story and a stronger brand engine to drive performance.

Images: Copefrut