Agency: Tried&True Design
Project Type: Produced, Commercial Work
Packaging Content: Fresh produce
Location: Auckland, New Zealand
Freshmax, one the largest fresh produce companies in the Pan-Pacific region wanted to create an brand they could use across their berry fruit portfolio. The idea for Munch’n was driven by perfect little fruit mouthfuls that you just can’t stop popping. The range will potentially grow to include Kiwiberries, Blueberries, Strawberries, Cherries, Tomato Berries etc. One of the big challenges with fresh produce is getting the balance right between branding and product visibility.
Fresh produce is an involved/tactile purchase, with consumers taking time to ensure quality & freshness. With the limited amount of retail area on the smaller punnets we knew our design had to be very simple, bold & cute. Fresh produce is definitely an exciting category with so much more investment going into brand’s & products than ever before.