When it comes to fruit and vegetable packaging their is a massive debate going on at the moment regarding the amount of packaging we use for them. The main problem is plastic in packaging is the need for sustainable and environmentally friendly packaging.
Now this shouldn’t take away from our design of packaging, if anything its an exciting challenge.
The examples below will run through some great examples of sustainable packaging combined with great design. Hopefully giving you plenty of inspiration if you are looking into entering the market.
Credit to Matthew Krupitsky
This first example is a student project but to me it was incredibly effective that I had to put it in. Even if you haven’t been lucky enough to travel to Brooklyn, NY you will still understand that it is more about expanding upwards instead of outwards.
Meaning less space for gardens on the ground. But that doesn’t stop people creating rooftop gardens. Which is what this herb packaging design is all about, trying to capture the spirit of Brooklyn, representing those residents who have not let the lack of space take away something they love.
The packaging itself has many clever elements, both visually and practically. The wrap is shaped like the borough of Brooklyn and typography that screams “MADE IN BKLYN”. All this is placed on brightly colours labels which links back to the place and attitude of the people.
Using labels that are both waterproof and tearproof is perfect for the rough and ready usage it will get in gardens. They are also reusable which is perfect for sustainability, using a simple sticker system to differentiate which herb it is.
Starting off with example is a perfect example of even if you don’t have millions in the bank and your a huge company. Creating sustainable and stunning vegetable packaging (yes herbs aren’t technically a vegetable) is still achievable.
Credit to T2 Tea in house design
T2 Tea Mini Fruits
Now T2 doesn’t contain fruit, it contains tea, but it is fruit flavoured tea and the packaging is fruit shaped, so I feel we can give this a pass in. If you would like to look at some great examples of tea packaging, read our post on tea and coffee packaging.
The funky shaped packaging is inspired by fresh fruit markets. The natural smells and colours are all stuffed into the design to create some beautifully clever packaging.
A natural feel is echoed through the environmentally friendly construction of the packaging, being both glueless and printed on Metsä Board’s uncoated fresh fibres paperboard. And don’t worry I have no idea what that is either but it sounds very eco-friendly.
The Logo has also been made to look like a fruit sticker, which is another lovely touch to the overall design.
Whether you want to go knee deep into the sustainable factor, or you just want to create some cost effect packaging, you can still be really creative with what you do. If the design is well thought through for both you and how the consumer will use it then you should be onto a winner.
Credit to Scholz and Friends
Von und zu Tisch – Natural Sweets
We are all more aware of how a healthy diet can really affect many aspects of our health, from physical to mental health. The problem is, all the unhealthy stuff is so god damn tasty, and we are probably now subconsciously wired to just see a packet of sweets and like it.
Scholz and Friends have tried to do something quite clever with the packaging of fruit. They have tricked our stomachs and candy craving brains into eating fruit. With some outstanding brightly coloured packaging, which shapes individual fruits to look like your favourite hard boiled sweet.
Reading further into this packaging it is mainly targeting children. The bright colours are a big factor, as their research proved that children are more attracted to the brighter colours.
In addition to this, the paper also has helpful healthy information about the fruit inside. The paper is also organic which keeps the fruit fresher for longer.
Bringing the whole idea together you have a brilliant bit of fruit packaging design. Attractive to the target market and both socially and environmentally effective. Some would say the “Whole Package”.
Credit to TigerPan Lab
ChuCheng – Orange Chu
When it comes to packaging one this we always have to remember is how the consumer will interact with the packaging. There is nothing worse than not being able to get into something easily.
This effective way to package and reveal oranges as you slide the fruit packaging is a great example of how the consumers interaction with the product is a slick and graceful process.
Now this may be a little complex for most and I imagine it is not cheap to create packaging like this but think small scale. What tiny little things could you do with your packaging that will ease the frustration of a consumer but still keep the integrity of the product.
Credit to Zhaoyi Wang
Fruity Dried Fruit Packaging
This concept work by Zhaoyi Wang is for a company called Fruity, who specialise in dried fruit. The fruit packaging design is a far cry from what is on the shelves and really brings a fun and exciting design to the market.
Marketed towards young health conscious consumers, the fruit packaging uses playful illustrations that bring out the vibrant colours of the fruit.
The conversational typography helps with the more natural and organic feel, without shouting that the product is organic or natural. The “I’m Kiwifruit” or “I’m Papaya” personifies the packaging. You get a sense that the person who picked the fruit has written on the box themselves.
Combining beautiful design and personifying the fruit packaging, you create and engaging and fun style that connects with the target audience.
Credit to Thiago Dias
Dried fruit has been mentioned before in this post and it won’t be the last. It seems to be a snowballing trend as society is trying to find healthier ways to eat and keep food fresh.
Dried fruit has seen an explosion in the design world. Other than the exciting design styles that are coming from this explosion. It is interesting to see what innovations are coming from the packaging side of this equation, as the whole idea of dried fruit is getting the benefits of fresh fruit without them being… well fresh fruit.
Robin Fruit is a concept piece aimed towards health conscious families, whether that be the parent buying the product or the child consuming the product.
Using a playful character and fruit illustrations combined with bright vibrant colours and you have won over the child consumer. But the fruit packaging design is professional enough to also attract the parents who will buy it.
This balance is the sweet spot to healthy snacks aimed at kids. You need to win over both the kids and the parents buying it.
Credit to Target
Target – Good & Gather Range
Target are a huge chain store in the US and have multiple sections to the business. People go in and come out spending more than they ever thought they would. They also have a grocery section and are looking to launch a new brand line that offer high quality items, such as fruit and vegetables.
Own brand lines leave much to be desired when it comes to design. But their has been a slight shift in big brands looking to create a better image for their own brand products, and Target are no different.
The new packaging is a breath of fresh air. Combining a multitude of different elements, from playful illustrations, to sleek product photography. This combination sits on big bold colours with fancy matt finishes which instantly stands out on the shelves.
All the examples before this have shown either concept work or single business ideas. Target is the first utterly huge company and it has set the example to how you can utilise design to refresh your products.
Credit to Backbone Branding
Boon Bariq is actually jam packaging, but it all comes from fruit so I am again dropping it in this post. The agency Backbone, who created the packaging design, have taken a completely different approach to what seems to be the normal design trend of playful or minimal illustrations.
Creating almost gallery worthy artistic illustrations that wrap the whole jar, bringing out all the bright and bold colours of the fruit each jam is made from. Finished off with a nice fruit sticker style logo on the side of each jar.
This realistic approach is not only visually attractive but also has a practical application. After research it was found that most competitors only used a portion of the jar to explain what was inside. Why make it so difficult for the consumer? So they wrapped the fruit illustrations around the whole jar.
Like ChuCheng Orange Packaging, Boon Bariq is an example of how well designed packaging can iron out the interaction between consumer and the product.
Credit to Denny Handley
Time and time again we look to nature as the best designers. Something as simple as an orange has its own protective packaging. Denny Handley, a student at Brunel University saw this and wanted to come up with a way to re-use orange peels.
In steps Bio Peel. Mixing orange peels with other biodegradable products and baking them it creates a hardened substance. This rustic appeal could be applied in many different industries and work incredibly well as food packaging.
Bio Peel as an example is exactly what we need to reduce our single-use plastic industry. Which as I said at the start of this post is a big part of packaging at this moment.
So while you may not be able to push the needle of innovation as smaller business. You can look at options for you product that can help the environment.
Credit to Bzzz Premium Honey
Bzzz Premium Honey
Similar to the Bio Peel product, looking to nature for design tips is a great place to find inspiration.
Backbone Branding were tasked to package some limited edition jars of Honey as if they were a business gift. And they went the extra mile to live up to that “limited edition” name.
If you have a special, limited or one-off product. It can really make a difference if you go the extra mile when designing the packaging for it. In a world where trying to cut corners and costs has became regular practice. Going the extra mile can make consumers pay attention and it can stay with them in the back of their minds.
This builds an element of trust between your brand and the consumer, showing you will go the extra mile for them. It is an investment in your business where you pay now and reap the rewards later with consumers who will keep coming back.
Credit to Aeropowder
Not all packaging is about the design and looking good. And there are many different stages of the packaging process that the consumer may not see at all.
Aeropowder, a UK startup has produced a sustainable alternative to polystyrene called Pluumo. This product can be used for many different types of product, but most importantly for this post it can be used for food.
Pluumo uses waste feathers from the poultry industry, bio binder, and compostable sheeting, all of which is biodegradable, to create a food friendly sustainable packaging element that can replace polystyrene.
This forward thinking and innovation is key to sustaining our planet and ditching plastic. Again this may be something your business can’t do under certain circumstances.
But if you strive for any type of greener packaging then you are letting your consumers know you are trying to make a difference. Which can solidify your existing consumers and win over new ones.
Credit to Appart
Laos Liao’s Dried Fruit Packaging
Laos Liao’s is a small company in, you guessed it, Laos, which produces dried fruit. The packaging uses bright colours and vibrant illustrations to reflect the people and the country of Laos.
They have created minimal illustrations that bring a fun and playful appeal, but also have a natural appeal with the hand drawn effect and earthy colour palette. The other element to the fruit packaging is the stamp section with acts as the information label. This contrasting and more rigid style sits nicely on top of the hand drawn illustration.
Packaging dried fruit or any fresh produce can have its issues. You have to keep the product fresh for the consumer. So make sure you do your research as something like dried fruit will probably need a foil lined, sealed pouch.
We have recently done a project just like this for our clients My Orchard, have a read about how we created the packaging here.
Credit to Unilever
Solero – Wrapper Free Packaging
Along with smaller brands, big brands such as Unilever are also looking to reduce the effect their packaging has on the planet. And considering the amount of brands that come under the Unilever name it could make a huge difference.
One of these brands, Solero, are trialing a wrapper free ice lolly which will dramatically reduce the amount of plastic in their packaging. The new boxes which are inspired by coffee cups don’t reduce all plastic but a huge chunk which is a start.
They have tried this packaging off the back of consumer feedback. Which is a great way to understand your product as well as your consumer. And in the end, always be looking to improve and adapt with the world around you.
An added plus to this packaging is that there is one less obstacle that the consumer has to get through to enjoy the product. Which as I have mentioned early is a key to converting and keeping consumers.
Conclusion: Top of the Tree Fruit, Vegetable, and Produce Packaging Design
Hopefully from these examples you can take inspiration on how to create some successful fruit or vegetable packaging design. Using colour, typography and language to your advantage to create lasting relationships with your consumers.
Whether you are looking to target children and their parents or health conscious consumers. You need to understand that with society becoming more aware of what is happening to the planet, being sustainable and environmentally friendly is key.
If you would like to have a chat about how you can improve or create new fruit of vegetable packaging, don’t hesitate to get in touch.
reading time: 13 minutes