What was the design challenge?
Ranfru is a fruit farm specializing in the sustainable cultivation of Dutch stewing pears. The question to me was how can we sell stewing pears year-round? My answer was to create more moments of use. This new product line therefore includes four ready-to-serve varieties: the stew pear, the pastry pear, the breakfast pear and the dessert pear, packaged in a convenient innovative stand-up pouch that can also be kept outside the refrigerator.
Liesbeth Ronden was asked to design the packaging for this new line. She came up with a new use case concept and designed an attractive fresh packaging line. But it didn’t stop there. Together with Dianne Potters of Goodday, shedeveloped a brand strategy for the entire stewing pear assortment, also completely rebranding the existing stewing pear line, packaged in refrigerated buckets.
The result: sales increased not only by introducing the new product line, but also by rebranding the already existing assortment. Thus, Liesbeth genuinely thinks along with her clients does not stop at just executing the assignment.