New Zealander Zespri produces 30% of the world’s production of kiwis. And for its entry into the Brazilian market, we were invited to develop the positioning strategy and new packaging to support the launch, among other needs.
We structured the brand positioning and created “Zespri FULL of flavor” promise, a safe and robust delivery. In the packaging project, we developed the perception of the origin, both literal and poetic (aesthetic). We developed the Kraft paper box with a central illustration of kiwi leaves to express a poetic dimension. And we made the strap to incorporate the primary (and global) elements of the brand’s visual identity.
Our solution challenged industry beliefs: “Fruit has to be in sight” because “consumers won’t buy kiwifruit in a closed box”, among other inputs from retailers and distributors… We argued that Zespri kiwis could be sold in a box, demonstrating the brand’s confidence in the process chain management. Zespri’s executives in Brazil – courageously – supported our solution. It didn’t take long for the performance at the points of sale to make the new packaging widely desired by retailers and distributors expanding its use beyond the year of launch, becoming the “standard” packaging solution for Zespri in Brazil.