A fresh look at packaging design for the fruit industry
Since 1937 William H. Kopke Jr. Inc. has imported, processed and transported nutritious fruit all over the continent – and beyond. Their passion for quality and freshness is world-renowned and their reputation for quality spans from growers to consumers. This article focuses on the fruit packaging design for their flagship brand Sweetums.
Fruit packaging requires strategy, efficiency, communication and swift production. The Sweetums brand is built on a solid foundation of good old fashioned design principals. Matched with state of the art production to create the best results. Designing containers that are both durable enough for national transport and appeal to shoppers in the produce section. Kopke continues to refine this process.
Designing containers with care
The Sweetums brand is an established one. So when Kopke decided to freshen up the look of its packaging, it was important that they maintained some of the qualities that they have become known for. That included the Sweetums fruit characters and vibrant punches of color. Rather than starting from scratch, Kopke recognized the value of the consumer recognition they had earned over the years. Instead of starting over, they simply adapted to suit the current marketplace. Like the growers, who they have formed close bonds with – Kopke adapted.
The gallery below is a montage of Sweetums fruit packaging design. Flat cartons, appetizing photography and simplified vector illustrations. This is a collage of branding touch points. Wanna to get a closer look? Pick up any of these Sweetums fruit varieties at your local grocer.
Designing Fruit Packaging
It’s not easy to represent a robust collection of delicious fruit varieties. Each requires standardized packaging in a multitude of sizes. To keep these fruits within the brand family, Kopke required a graphic standards guide. This outline allows other designers and printers to showcase Sweetums products accordingly. But like many rules, some are meant to be broken. The Kopke brand continues to evolve with new and creative approaches. This flexibility makes each execution different yet somehow connected.
Being part of a food supply chain is a responsibility. One that Kopke takes very seriously. In order to maintain fruit at optimal freshness, you have to move fast. From the growers, to the processors to those who transport it every step of the way. Each is a link in the chain. One of those links is packaging design. Without it, fruit can’t move. That’s why it’s important to design packaging efficiently to keep pace with the harvest seasons.
The business of fruit is about timing. Kopke’s design division reacts swiftly with packaging solutions that meet international standards. But more importantly, our packaging captures a sense of family and healthy living. Ideals that are the foundation of the Sweetums brand.William Kopke, Managing Director, Kopke
Sometimes we take for granted where our fruit comes from and how it magically appears in the grocery store. A dedicated network of growers, distributers and processors each play a role. Kopke understands theirs and excels at it. Their fruit packaging design reflects a company that cares about the smallest details while keeping an eye on the big picture.