The brands of Melinda
A bee for Melinda
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The new brands
The first logo shown by Melinda was a bee, but when the market answered well, it charged a london agency, Minale & Tattersfield, the most qualified in industrial packaging, to create the today’s logo.This logo appeared in the 90s (picture 1): the written Melinda with an “M” that remember a white apple on blue background and a small leaf on the M. Then, they decided to introduce the Renetta to the big distribution, and was created the label “Renetta the original“, amaranth red with white written and the small leaf (picture 2).
The first label is used generically on not yet known apples, like Starck delicious. The apple varieties with a specific label are: the Golden delicious, Renetta and the last Royal Gala (pictures 3, 4, 5).
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| Picture 1 | Picture 2 | Picture 3 |
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| Picture 4 | Picture 5 | Picture 6 |
The label “Melasì” of Melinda is created on Nov. 15 2000 to promote the sale of hailed apples. In fact, in that year, a big hail ruined nearly all production of Golden. As they was not able to sell them with the name Melinda (the Golden delicious Melinda must be perfect, without imperfections) they created that brand. We can say that Melasì is a sub-brand of Melinda (picture 6).
The first label, that branded only the Golden, had only the “R” of registered trade mark; After they put also the sigle of the stockhouse or society of possession. Then, the “R” on top right and the sigle of the stockhouse on bottom left. Every stockhouse or fruit growers society brand own production with the same labels (except some different size): only the stockhouse’s sigle is different.
The stockhouses sigles are signed by the alphabetical letters from A to R, except the letters B and Q.
Since the last year (2001) on specific labels they put also the PLU code: Golden 4021, Renetta 4208, Royal Gala 4173.
Etichettando thanks Mr. Fernando De Paoli for the informations given.
