Summer’s over but we’re still feeling fruity 🍒 The price of apples has increased by 31% this year, so a bit of value-add in the fruit aisle is just what the doctor ordered. Here are some brands making fun and innovative moves in the category... 🍊 EarthlingStudio’s rebrand for Jaffa hangs on the concept of ‘naturally joyful fruit’ and we are loving it. A simply joyful brand tone is the perfect accompaniment to playful characters by Brooklyn-based illustrator Spencer Gabor. The colour palette has been given a vibrant new lease of life, having spent the last few years looking like it had been forgotten at the back of a fridge. The brand has really embraced the principles of happy, healthy and honest with a launch of their #JaffaJoy campaign too. 🥭 The humble fruit sticker is known for being the cutest, teeny tiny little canvas in the supermarket. But now the fruit category is carrying a much heavier subject indeed; one that can change your life. Ketal hypermart, a supermarket chain in Bolivia, paired up with Ogilvy Bolivia to create a campaign for breast health awareness that doesn’t include any fruity copywriting about melons. Only one in four women knows how to properly check their breasts for signs of cancer. The #TouchYourBreasts campaign uses the fruit in your hand to educate on self-breast-exams, highlighting how the produce mirrors issues to look for. 🍌 We all know the issue of food waste in supermarkets, and fruit is a fragile victim, discarded prematurely due to their appearance alone. GREY COLOMBIA worked with Makro superstores to create innovative 'Life Extending Stickers’. Challenging the idea that ripeness equates to spoilage, these stickers give pointers on what to use fruit and vegetables for at different stages of ripeness. For example, a banana's sticker showcases hues from green to black, with appropriate serving ideas like ice cream, tempura, then cupcakes. 🥑 So, what’s an avocado good for? Guac, smoothies, and breast checks. You heard it here first. #design #packaging #packagingdesign #fruit #retail #branding
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