Zespri - Fruit Box

Packaging Design - Structural packaging

Zespri - Kiwi Fruit

Featured on Packaging of the World

In collaboration with Packfora

With Therefore Design

Zespri came to us with a very simple yet interesting brief - "How can we make eating kiwis a part of your everyday routine?"


Consumer research conducted by Zespri in its Singapore test market found that while the vast majority of adult respondents - 93% said they want to eat more fruit, more than half of them did not eat fruit daily, mostly because they simply forget to do so.


The idea for this project was simple - Design a packaging that encourages the consumer to eat one fruit everyday.

We explored three routes


Routes 1 and 3 were selected for refinement due to their simplicity and effectiveness. Both concepts are easily accessible to all users while also providing motivation and encouragement for increased results.

We explored three routes


Routes 1 and 3 were selected for refinement due to their simplicity and effectiveness. Both concepts are easily accessible to all users while also providing motivation and encouragement for increased results.

The Zespri Pillbox

A playful daily fruit pack designed like a pill organizer, turning healthy eating into an easy and memorable everyday ritual.

The Kiwi Dispenser

A clean, countertop-friendly dispenser that stores and serves kiwis effortlessly while adding a modern touch to everyday kitchens.

The Kiwi Hexagon

A compact, interactive kiwi storage concept inspired by geometric forms, encouraging users to pick fresh fruit through a fun rotational experience.

Route 01 - The Fruit Box
Inspired by the familiarity of weekly pill organizers, this concept reimagines fruit consumption as a simple daily habit. Each compartment represents a day of the week, encouraging users to eat one kiwi every day in a playful, intuitive, and memorable way. The packaging transforms healthy eating from a conscious effort into an effortless routine while creating a strong visual identity for the brand.

Route 01 - The Fruit Box
Inspired by the familiarity of weekly pill organizers, this concept reimagines fruit consumption as a simple daily habit. Each compartment represents a day of the week, encouraging users to eat one kiwi every day in a playful, intuitive, and memorable way. The packaging transforms healthy eating from a conscious effort into an effortless routine while creating a strong visual identity for the brand.

Route 02 - The Kiwi Hexagon
The Kiwi Hexagon is an interactive fruit storage experience designed around a compact geometric form. Users rotate and open sections to access kiwis assigned to different days, creating a tactile and engaging ritual around healthy snacking. The hexagonal structure optimizes storage while standing out visually on kitchen counters, blending functionality, playfulness, and premium shelf appeal into one distinctive packaging system.

Route 02 - The Kiwi Hexagon
The Kiwi Hexagon is an interactive fruit storage experience designed around a compact geometric form. Users rotate and open sections to access kiwis assigned to different days, creating a tactile and engaging ritual around healthy snacking. The hexagonal structure optimizes storage while standing out visually on kitchen counters, blending functionality, playfulness, and premium shelf appeal into one distinctive packaging system.

Inclusive Design
Embossed Braille on the corrugated sheet ensures an inclusive and accessible design for everyone.

Inclusive Design
Embossed Braille on the corrugated sheet ensures an inclusive and accessible design for everyone.

Final Concept - The Zespri Fruit Box


The packaging is rooted in simplicity, using intuitive visual cues and a clean, uncluttered aesthetic to make healthy eating feel effortless and engaging. Inspired by the familiarity of traditional pillboxes that are proven to improve habit consistency, the concept transforms kiwi consumption into an easy daily ritual through a recognizable and functional design system.

Final Concept - The Zespri Fruit Box


The packaging is rooted in simplicity, using intuitive visual cues and a clean, uncluttered aesthetic to make healthy eating feel effortless and engaging. Inspired by the familiarity of traditional pillboxes that are proven to improve habit consistency, the concept transforms kiwi consumption into an easy daily ritual through a recognizable and functional design system.

Working with packaging specialists Packfora, the Fruit Pillbox is made with recyclable material and vegetable-based ink.  As a commitment to inclusivity, the days of the week are also imprinted in braille, making it accessible to the visually impaired.

Working with packaging specialists Packfora, the Fruit Pillbox is made with recyclable material and vegetable-based ink.  As a commitment to inclusivity, the days of the week are also imprinted in braille, making it accessible to the visually impaired.

The Result


Initial consumer response has been very positive. Zespri conducted a follow-up survey through a QR code printed on the Fruit Pillbox to track consumer reaction and behavioral changes, and 75% of respondents said the packaging successfully reminded them to eat a kiwi each day. In addition, 71% said they are likely to repurchase kiwifruit in this packaging, and 67% liked the design.


Inspired by Nudge theory, where consumers are subtly, gently, and repeatedly encouraged to make positive changes in their behaviour, the Fruit Pillbox aims to encourage a positive change in the eating habits of consumers, making fruit consumption a seamless and enjoyable part of their daily routine.

The Result


Initial consumer response has been very positive. Zespri conducted a follow-up survey through a QR code printed on the Fruit Pillbox to track consumer reaction and behavioral changes, and 75% of respondents said the packaging successfully reminded them to eat a kiwi each day. In addition, 71% said they are likely to repurchase kiwifruit in this packaging, and 67% liked the design.


Inspired by Nudge theory, where consumers are subtly, gently, and repeatedly encouraged to make positive changes in their behaviour, the Fruit Pillbox aims to encourage a positive change in the eating habits of consumers, making fruit consumption a seamless and enjoyable part of their daily routine.