happy fruit,
happy earth

A fruit by the foot campaign poster leaning on rocks by light blue water.

type of work

campaign ad, packaging design

date

2022

design by

emagine

Fruit by the Foot is a fruit snack known for its 3 feet in length, fruity flavour, and its roll of candy.

The purpose was to find any product with excess packaging and redesign it with an eco-conscious mind. The goal was to join the sustainability movement by using recyclable and compostable materials and reducing the surface area while revamping the design.

process

Keeping in mind that this is a single-use product, it is the designer’s responsibility to design packaging accordingly — one that gives back to nature.

While the original packaging uses parchment paper and aluminum plastics, the new package will be fully compostable and recyclable by using 100% recycled cardstock paper, vegetable-based ink (easy to extract during recycling) and lining the candy with edible rice paper.

Fruit by the foot diecut concept sketches.

I wanted enforce the eco-friendly message by placing the packaging within nature. I’ve added doodles to show movement and appeal to a younger target audience.

results

A series of three Instagram story posts for fruit by the foot eco-friendly campaign.

Fruit by the food ad on a large billboard outside.

Fruit by the foot campaign poster laid out on a big rock.

A fruit by the foot campaign poster laying in dirt.

Fruit by the foot campaign on the side of a building.

Fruit by the foot campaign poster on a pillar.

Fruit by the foot social media posts annoucning eco-friendly design.