vGreens – The vertical strawberry
We are part of the strawberry revolution!
The start-up vGreens aims to make our future greener. Driven by the idea to change today's agri-food industry, they developed an indoor farming method for year-round strawberry harvesting.
The strawberries grow in the so-called "Vertical Farm", saving 99% arable land, 95% fresh water, 90% fertilizer and 70% greenhouse gas, compared to growing on arable land.
As a packaging design and sustainability agency, our challenge was to develop a packaging solution and a matching design for the vGreens premium strawberry. The goal is to convey sustainability and sympathy towards the novel cultivation method to the consumer.
The dominant illustration serves as a key visual and connects the vertically stacked letters with the strawberries grown on shelves. The playful use of typography and illustration creates sympathy, as well as sensation on the fruit shelf. Icons and claim on the side panels clarify the company's sustainability goals.
The most important aspects of the packaging concept were a differentiating shelf appearance from conventionally grown strawberries and adequate protection of each individual strawberry, also to support the claim of a premium product. The folding carton design is reclosable and does not require a plastic window, but still provides an excellent view of the bright red and sweet package contents. The packaging can be completely disposed of in the blue paper garbage can and is almost 100% recyclable.
