Zespri

Zespri, the New Zealand-based company responsible for around 30% of global kiwi production, entered the Brazilian market with a challenge that went beyond distribution: it needed to build perceived value in a market accustomed to a different sales logic.

We were responsible for the positioning and the development of the launch packaging, among other aspects of the project. The positioning was structured around the idea of “Zespri FULL of flavor,” offering a more direct and confident interpretation of the brand’s proposition.

In the category, a nearly unquestioned belief prevailed: fruit needs to be visible. Kiwis were predominantly sold in transparent plastic packaging (clamshell format), and product visibility was treated as an essential condition for purchase.

We started from a different principle: the packaging did not need to expose the product. It needed to sustain trust.

We developed a kraft paper box featuring an illustration of kiwi leaves, reinforcing origin while introducing a less literal reading of the product. The central band incorporates global brand elements and organizes the communication.

By choosing a closed packaging format, the brand begins to operate with a different kind of promise. Trust shifts from individual inspection to the quality and consistency of the chain, from origin to point of sale. The packaging moves from display to guarantee.

Adopting this solution required conviction in a context where retail and distribution still operated under the clamshell logic as a condition for sale. The market response, however, was positive: the packaging was well received at the point of sale and became recurrently adopted, becoming the “standard” packaging solution for Zespri in Brazil.