Munch'n

by Theresa Christine Johnson on 06/15/2015 | 3 Minute Read

It’s about time for a snack break, isn’ it? Munch’n, a new berry fruit brand, turned to Tried&True Design for for their branding, packaging, and advertising, knowing that they wanted something fun that would also highlight the freshness of the fruit itself.

“Freshmax, one the largest fresh produce companies in the Pan-Pacific region wanted to create a brand they could use across their berry fruit portfolio. The idea for Munch’n was driven by perfect little fruit mouthfuls that you just can’t stop popping. The range will potentially grow to include Kiwiberries, Blueberries, Strawberries, Cherries, Tomato Berries etc. One of the big challenges with fresh produce is getting the balance right between branding and product visibility.”

Clear plastic containers for the fruit were used, traditionally what we would see in the grocery store for this type of produce. Obviously, showcasing the quality of the berries was vital, but Tried&True Design created a playful cartoon character that also doubles as a seal. The character’s mouth is open, displaying some of product behind it and giving the illusion that it just popped some of that delicious fruit into its mouth. Different shades of pink were used to create it, which look harmonious alongside red-toned fruits and complement produce of other colors (like kiwiberries) as well. The cartoon is endearing and instantly warms the consumer up to the brand. It also acts as sort of a mirror, giving us the chance to see what we’ll be like once we purchase the fruit — that is, unable to stop snacking.

“Fresh produce is an involved/tactile purchase, with consumers taking time to ensure quality & freshness. With the limited amount of retail area on the smaller punnets we knew our design had to be very simple, bold & cute. Fresh produce is definitely an exciting category with so much more investment going into brands & products than ever before.”