The Challenge

NutriKiwi was formed in 2014 by a group of 4 pack houses in New Zealand. As the largest green kiwi fruit exporter to Australia, they have developed a Class A grade standard (a tighter grade standard than the Class 2 required for export to Australia).

Recognised for their ‘bright orange box’ in the wholesale area, they wanted to push brand recognition in the retail space with packaging design and point of sale. It was important to convey the health benefits, particularly in the height of COVID-19, and enhance the visual appeal of kiwi which are generally not considered to be as striking as more colourful fruit.

The Solution

Packaging design agency, Percept, focused on dialling up the visual appeal of the green kiwi fruit by introducing a fun character and dynamic patterns inspired by the inside of the fruit. These add a vibrant, positive appeal to the packaging design and feature in point of sale support communications that educate on the health benefits of the fruit, particularly that they are ‘exploding’ with Vitamin C, highlighting this superior advantage in comparison to other fruit.

Percept created packaging design, branding the bright orange box NutriKiwi are known for, pushing traditional expectations of fruit packaging design and point of sale marketing communications. This achieved great cut-through in the busy, and often bland, retail store environment.