车厘子热气球视觉与情绪价值沟通，将波板稳步提升的产地果品品质更直观地呈现。
Hot-air-balloon visual and mood-brightening message anchor refreshed brand positioning for China market
随着2025/26智利车厘子季全面展开，波板车厘子以全新的年度视觉亮相市场，推出“车厘子热气球”作为核心视觉锤，并同步升级品牌主题「Cherry Up 甜甜向上」。焕新的视觉与主题将智利车厘子的天然鲜甜，与轻松、愉悦、情绪向上的品牌体验连接在一起，为本季在中国市场带来更现代、更具辨识度的呈现方式。
As the 2025/26 Chilean cherry season progresses, Copefrut Cherries has introduced its refreshed seasonal visual identity, led by a clean hot-air-balloon key visual and the updated “Cherry Up” message. The look brings a more modern and recognisable presence to the China market, connecting the natural sweetness of Chilean cherries with an uplifting, mood-brightening brand experience.
本季的视觉体系不仅是品牌层面的更新，也是在产地品质稳定性持续提升之后的一次更直观的表达。休季期间，Copefrut 在种植管理和分选流程方面进行了优化，致力于提升果品一致性；而新一季的视觉与物料升级，则是将这些品质提升以更易识别、更贴近市场的方式呈现出来。这一动作也与 Copefrut 的 “Be the Better Partner 做更好的伙伴” 战略一脉相承，通过更清晰的品牌语言、更统一的物料体系，为合作伙伴提供更可靠的品牌支撑与更顺畅的销售体验。
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 present clearer communication, stronger brand tools, and a more reliable product experience across channels.
热气球意象象征“升起、向上、开启甜甜一天”，与波板长期坚持的甜度可靠、品质稳定等产品优势形成自然呼应，也进一步提升了品牌在零售端的识别度和吸引力。「Cherry Up 甜甜向上」的表达让车厘子进入更生活化、更具情绪价值的消费场景，更贴近中国消费者的心态。
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.
自新季启动以来，波板围绕这一全新形象持续推进贸易与消费者沟通，以统一的视觉语言和更现代的表达方式，让“Cherry Up 甜甜向上”的理念在市场端形成更强的联系感，为整个季节打下更鲜明、也更具活力的品牌基调。
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.
