Creative Platform / Creative Direction / landing page / Trade Ads & Social AssetsRipeTrack
Introducing Apeel’s Newest Technology to Redefine Produce Quality Management
Work Led & Delivered:
Creative Platform + Campaign Messaging
Concept & Design of Digital Ads & Social Assets
Concept & Design of Landing Page
Creative Direction + Storyboard for Introduction Video
Custom Icons and Info Graphics
UX/UI Support for RipeTrack mobile App
Apeel Sciences is widely recognized for its plant-based coating, which keeps fruits and vegetables fresh for longer, helping to reduce food waste across the supply chain. As the team prepared to introduce their newest innovation, RipeTrack, a measurement and monitoring system designed to digitize produce quality, they needed a compelling story and creative identity for its launch.
With one of the premier industry events, the Global Produce and Floral Show, approaching, the challenge was to showcase Apeel’s newest innovation in a way that would capture attention and spark curiosity among retailers and suppliers. Our goal was to position the launch as a breakthrough in produce quality management, driving audiences to visit the booth for live demos and generating valuable sales leads.
The Challenge
Apeel’s new RipeTrack system was unlike anything the produce industry had seen; a suite of tools and software capable of transforming how suppliers and retailers measure, monitor, and analyze produce quality. The challenge lay in taking this complex, multifaceted innovation and translating it into a simple, memorable message that could resonate with diverse audiences. At the same time, the creative concept needed to align with Apeel’s established brand while standing out in an industry that tends toward the technical and conventional.
The Approach
We developed the creative platform Measure, Monitor, Maximize to clearly communicate the three core benefits of RipeTrack, using it as the unifying headline across all touchpoints. This framework shaped the visual identity for the campaign, from trade show graphics to digital assets, while ensuring each individual tool could be showcased within the broader system. Our design approach drew on Apeel’s existing visual language, bright colors, organic shapes, and playful textures, reimagined to give RipeTrack a distinct but connected look.
To build awareness ahead of the Global Produce and Floral Show, we created a dedicated landing page, supported by graphics, icons, and b-roll footage of the tools in action. The page was structured to provide a high-level overview before guiding visitors deeper into product benefits, ending with a call-to-action to book live demos. A promotional video was also produced to highlight the Measure, Monitor, Maximize message, and a layered content strategy, spanning LinkedIn, trade media placements, and newsletters, ensured multiple touchpoints with target audiences. Throughout the process, we collaborated closely with Apeel’s software and sales teams, ensuring scientific accuracy, commercial relevance, and brand cohesion.
The Impact
The launch of RipeTrack marked a pivotal expansion of Apeel’s brand identity, from a company known for its plant-based coating to one leading a new era of produce quality management. Our creative platform gave Apeel a clear, cohesive way to introduce a complex innovation, uniting stakeholders internally and energizing partners externally. By the time of the Global Produce and Floral Show, the assets we developed had become essential tools for sales and marketing teams to initiate meaningful conversations with retailers and suppliers. Early reception has been enthusiastic, with stakeholders affirming the work as a powerful catalyst for positioning RipeTrack as a game-changing solution for the industry.
“As a brand that was built around a very specific product offering (a coating for fruits and vegetables), the launch of the RipeTrack software product represented an opportunity to change our customers’ perspectives of how and why to work with us. The creative platform and promotional assets helped us explain the functionality and benefits of the new technology, while keeping a clear connection to the master brand. It is also versatile and flexible, allowing us to adapt depending on our target audience and to grow the product visuals as the offering evolves.”
Lauren Sweeney, VP, Marketing Ops. & Comm. Strategy“We really like how this first version came together, especially the Measure, Monitor, Maximize concept. Nice work!”
Bryan Fracchia, Director, Operations
Watch the final video on Youtube.
– This project was completed while Alena was associate creative director at Apeel Sciences –