Decadent fruit

12 Aug


I am not entirely sure how I feel about this fruit design from Ferroconcrete. Sure it makes the stuff look amazing, but does fresh fruit really need all this packaging? Especially when the actual website for Eple – The House of Decadent Fruit is so minimal.

(source: the dieline)


Ferroconcrete was asked to develop the brand for ├ęple, a sophisticated new fruit store located at the Los Angeles Third and Fairfax Farmer’s Market. We named the store, packaged the products and created the tagline House of Decadent Fruit. The name eple was inspired by the first fruit temptation in the Garden of Eden. The brand represents the company’s belief that fruit can be decadent, and that a little indulgence is good for you. Our goal was to elevate fruit to a new level with packaging that’s comparable to fine chocolates.”



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