Creative Platform / Branding / Packaging Design / sales materialsEvery Avocado is an Opportunity
Bringing premium distinction to the avocado category in Denmark.
Work Led & Delivered:
Developed the overarching creative platform
Concept and design for private-label branding
Concept and design for new packaging, in-store promotional materials, and landing page
Supported copy development for packaging and promotional materials
One of Denmark’s leading retailers challenged us to develop a premium private-label avocado line that would both highlight Apeel’s plant-based freshness technology and bring stronger brand distinction to the produce aisle.
The brief called for branding and packaging that could give the avocado 6-pack, a consistent top seller, a premium identity, secure prominent shelf space, and position it as a sustainable, high-quality choice for shoppers.
The Challenge
Apeel Sciences set out to introduce Apeel-Protected avocados in premium retail stores through a new six-pack format. The goal was to create a distinctive offering that would secure shelf space, build shopper loyalty, and highlight sustainability benefits in a market where fresh produce branding was nearly absent. At the same time, avocados often carried the reputation of being a risky purchase due to spoilage and unpredictable ripeness.
With inflation and changing shopper behavior adding pressure, the challenge was to design more than just packaging; it had to be an experience that inspired trust, conveyed sustainability, and resonated with shoppers both culturally and emotionally. While the original concept was done in English, it was essential that the final product seamlessly translates into Danish to reflect the local language and culture, ensuring clarity and authenticity in the market.
The Approach
Stakeholder interviews, brand analysis, and cultural exploration revealed that the avocado six-pack consistently outperformed other formats. Families and empty nesters were the most frequent buyers, often pairing avocados with premium products. Cultural insights around hygge, the sense of warmth and togetherness, offered a lens to position the avocado as more than just a product, but a catalyst for shared experiences.
From there, we developed the creative platform “Every Avocado Is an Opportunity,” which framed each avocado as a chance to reduce waste, preserve resources, or spark moments of connection. The packaging included a space for consumers to define their own “opportunity,” making it both personal and social. To establish a premium look, the design was embedded in the brand “As You Like,” blending natural greens with muted tones inspired by local culture and a typographic system that balanced modernity with subtle elegance. The system extended into point-of-sale materials, featuring avocado-shaped shelf talkers that store managers could personalize, making them in-store ambassadors. QR codes on the packaging and shelf talkers connected shoppers to recipes and sustainability stories, creating a seamless journey from shelf to digital.
The Impact
Although the avocado six-pack never launched due to pandemic-related shifts in shopper behavior, the project became a powerful internal case study that elevated the role of marketing within Apeel Sciences. It demonstrated how consumer insights and strategic design could unlock new avenues for collaboration with retailers, opening the door to broader co-branding opportunities.
By reframing avocados as both a premium and sustainable choice, the work helped strengthen Apeel’s reputation as a partner capable of delivering not just breakthrough technology, but also market-ready consumer experiences that drive shopper engagement and loyalty.
“I know I speak on behalf of our client, when I say that what you created for them was very special. We wouldn't be successful without your hard work and dedication.”
Camille Hanna,
Senior Manager, Major Accounts EU“The sales team eagerly awaits sharing these concepts as thought provokers with other accounts, to close deals with private label innovation!”
David Nelley,
VP Buyer Sales“We can’t wait to show off our consumer-based insights & creative chops to other retailers as inspiration for what we can do as far as creating new product labels that will attract their shoppers to buy.”
Amy Johnson,
Senior Director, Shopper Marketing
– This project was completed while Alena was Senior Designer at Apeel Sciences –