Brand: ZZ2

Campaign name: Ripe time, ripe place

Introduction: 

With the aim of reducing food wastage, we redesigned ZZ2’s shipping box for avocadoes, to prevent the damage that occurs to the products throughout the shipping and distribution process, improve brand communication, and create an attractive point-of-sale unit.

A large proportion of national food wastage occurs during the packaging and distribution processes. 2% of the national GDP, approximately R61 billion per annum, is spent on food wastage (Voice of The Cape, 2016). A significant amount of this food wastage occurs because of packaging and distribution issues. The redesigned box is made so that the fruit (avocadoes) can be harvested early, and will ripen inside the box while on its shipping and distribution journey. This will save both time and money in the harvesting process, and ensures that the produce arrives ripe-and-ready to the wholesaler or retailer.

Concept:

The box plays with the concept of love-at-first-sight, and is designed to entice the consumer to buy. It correlates finding the perfect avocado with finding a partner or falling in love - by being in ‘the right place at the right time’. Using this concept, the copy on the box is dialogue from the avocadoes themselves, as if they are personified. The avocado tells a story of searching for their perfect partner, and weaves into the tale, details about how the box has been designed to protect the avocadoes, as well as assist in the ripening process. This quirky and playful tone of voice has been created to encompass the growing hype around Avocadoes that is occurring in popular culture.

Functionality:

The box is fortified by an outer shell, which ensures that when the boxes are stacked inside a truck or on the shelves of the wholesalers, the weight of the collective boxes is distributed so that none of the produce gets damaged. The holes are to ensure that there is airflow so that the fruit doesn’t become overripe. The box is also intended to be used as an in-store display, with a shelf-like function, which prevents damage from occurring to the produce when sitting on an open shelf. It also stops the need to move the product, which often results in bruising and damage to the produce. Made from recyclable materials, the box meets the 4 R’s of Packaging criteria, and because of its unique design, it has a take-home appeal which will extend its lifetime, instead of it just being thrown away after shipping use.

Look and Feel:

With regards to design, we have utilized an avocado colour palette, experimenting with different shades of green. The design has been laid out on the box so that when the boxes are stacked, one can clearly see the branding, as well as read the story. A simple layout was chosen to ensure ease of printing when the box is being made, but also ensures that the key messaging is not cluttered or ignored. The fonts that have been used are as follows: Ordinary guy demo, Snell roundhand, Code bold, Breakfast demo, Pilsen plakat, Oranienbaum, I eat crayons, Stellar, Cambodia, ClementePDam- bold, and baron neue.