bunch o' broccolini
produce packaging design
adobe illustrator | 2024
A packaging solution for broccolini targeted at lower income young adults. This project aims to make eating vegetables more accessible while using a sustainable packaging solution.
ideation
Grocery stores are filled with aisles of enticing packaging, while produce is left primarily bare. When it is packaged, it is often in plastic containers that are not very sustainable. The challenge was to design packaging for produce to make it seem as alluring as other food in stores while using paperboard that is more sustainable than plastic.
My partner and I decided to target low-income adults ages 18-25, as this group has the hardest time eating enough vegetables.
Problem
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Portions are too large
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Produce is not properly stored
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Fear of food waste
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Dislike the taste
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Too difficult to prepare and cook
Solution
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Provide 1-2 servings for those living alone
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Packaging as the ideal storage condition
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Teach consumers how to cook it
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Promote a vegetable that is easy to prep and eat
We began designing the structure for the packaging with these goals in mind. The dry and closed conditions of the box are the ideal way to store broccolini that will stretch its lifespan. The box also hold two single servings, and the second side can be ripped off once it is done to save room in cramped fridges. We experimented with different ways to create windows for ventilation and for consumers to look at the produce itself.
process
I experimented with different illustrations and colors for the front of the packaging that would allow the product to compete with the clear packaged products in the store. It was important to use green as a primary color and to illustrate the broccolini since consumers can't see the inside of the packaging from the front. We also wanted to appeal to young adults with something that looks fun yet mature.
I also explored various shapes for the cutouts on the inside of the packaging. These cutouts needed to be large enough to see into the box and let light in, but small enough to keep the produce contained. I referenced different elements of the broccolini in these cutouts to portray the character of the produce in the design.
final solution
