Rethinking clamshell packaging : an exploration of packaging design for the kiwiberry industry : an exegesis presented in partial fullfullment of the requirements for the degree of Masters of Design, Massey University, College of Creative Arts, Wellington, New Zealand
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Date
2018
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Open Access Location
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Massey University
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Abstract
This project explores how designers can contribute to New Zealand’s
food industries by devising creative packaging solutions which enhance
the consumer experience and add value to the products . It focuses on
the values that packaging design can bring to the kiwiberry industry and
the Asian market.
The kiwiberry, of which New Zealand is a major supplier, is a delicate,
seasonal fruit with a high cost of production. Multidisciplinary connections
between the Massey Institute of Food Science and Technology, Massey
University School of Design, and kiwifruit industry partners Zespri
and Freshmax were key to gaining insight into the packaging design
opportunities for the kiwiberry. The investigation included research trips
to Singapore, Taiwan and Hong Kong which were critical to gaining
personal insight into the culture, consumer trends, supply chains and
retail environments in these markets. These trips highlight the importance
of fruit presentation in the Asian market as well as reassurances of food
safety and authenticity. They also show that new technologies throughout
the fruit supply chain are creating opportunities to develop smarter and
more engaging packaging formats. Using these industry and market
insights, I seek to generate and create designs which acknowledge
current packaging technologies, but also speculate as to where the future
of fresh fruit packaging could go. The outcome I conceive is a packaging
design concept that addresses the technical needs of the fruit industry
while putting a greater emphasis on the consumer experience.
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Keywords
Packaging, Design, Berries, Fruit, Asia, Marketing