Dutch grocer Delhaize has introduced a new design for its private brand frozen fruit created by DesignRepublic. The briefing was: make the fruit look appealing, fresh and qualitative… and so it looks!

We were designing the whole frozen range for the private label of Delhaize. When the frozen fruits needed a redesign we really wanted the fruits to look generous, and give it a ‘what you see is what you get’ feeling: the content of the packages is exactly what you see on the box: fresh, whole fruits of high quality.