Zespri
Aligning local market positioning with premium global standards.
PACKAGING SYSTEM
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The kiwifruit category in mainland China was saturated, with most competitors aggressively competing on price and functional product claims. This resulted in visual clutter, making it difficult for Zespri to maintain shelf authority. The challenge was to move the brand beyond this "claim-heavy" landscape and create a packaging system that stood out by prioritizing brand equity over functional benefits, justifying its premium position on its own terms.
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I led a system-wide packaging renovation centered on the strategic pillar: "Vitality In Every Burst."
Brand-First Prioritization: I pivoted the design strategy away from badge-heavy layouts. Instead, I scaled the brand’s core "burst" asset to anchor the visual field, allowing the packaging to hold back and let the brand voice lead.
Hero-Variant Communication: I established a clear, confident visual hierarchy using hero product shots for each variant, ensuring immediate product recognition without the need for excessive functional labeling.
Design Validation: I managed a data-driven validation process, using consumer focus groups to test two distinct creative routes, ensuring the final direction balanced brand-led design with proven consumer preference before full-scale roll-out.
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Competitive Differentiation: Successfully broke through the category "noise" by replacing cluttered, claim-heavy packaging with a clean, high-equity visual system.
Reclaimed Shelf Authority: Established a premium visual language that signals product quality at a glance, allowing Zespri to compete based on brand recognition rather than price.
Scalable Architecture: Delivered a robust, validated system implemented across a full range of pack sizes and materials, maintaining visual consistency regardless of format.
