WorkGraphic Design

Andrew Zo's 'cute but non-child-like' packaging design for freeze-dried fruits

Award-winning packaging designer Andrew Zo is quite the specialist in his field. Based in Vancouver, his work has made an impact around the world: he helped to redesign and launch the world's fastest HIV self-test; he revamped the packaging for the much-beloved Canadian brand, MEC, and one of his personal projects, the Clifton case, went viral as it helps to hide an engagement ring with ease during a proposal.

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Large red apple with stem and white highlights on bright blue background with Origo branding in white script

Now he's created the identity and packaging for Origo Foods, a new business venture from a young husband and wife team that sells freeze-dried fruits to parents and children, made with 100% real ingredients and zero additives.

Origo uses super-low temperatures, up to -50°C to remove water, but lets the fruits retain most of their nutrition, shape, and natural colour. Once it has been dried, the fruit tastes crunchy and can be stored at room temperature. As such, Andrew chose an "approachable" direction that would appeal to the target audience.

He chose bold colour combinations to ensure that the packaging is eye-catching and unique. Illustrations were drawn a little imperfect to create a "cute but non-child-like look". In accompanying photography, products were styled like little creatures on plates and bowls to encourage mixing Origo products with other food and snacks.

"My style tends to lean towards the minimalist side aesthetically," Andrew tells us. "However, I always try to design to what the project needs. I think it is important to ensure that the direction captures the main audience. So, I tend to shift my design styles accordingly."

The underlying theme for any of Andrew's projects is practicality. "In packaging design, pricing of the individual packaging is always a big hurdle. For this reason, my design is forced to be practical. And what I try to do is to make sure that this practicality has some sort of beauty to it."

Colourful illustrated fruits including strawberries, apples, pears and berries arranged around white text reading "Fruit of the Future" on a bright yellow background
Origo Foods logo in white script lettering on a bright yellow background
Pink packaging for Origo freeze-dried strawberries featuring an illustrated red strawberry with green leaves on a pale pink background
Banana slices arranged as cute characters with raisin feet and mandarin orange slice hats on a wooden board, with fresh bananas and white daisies blurred in the background
Two yellow pouches of Origo Foods freeze-dried raspberries with illustrated raspberries and product information on the packaging, shown front and back views against a cream background
Green Origo Foods freeze-dried berry packet surrounded by scattered blueberries on a pale mint background
Freeze-dried strawberries arranged on a white plate with small yellow pieces, styled to resemble a cute character, with blurred Origo packaging and fresh mint in the background
Blue Origo Foods freeze-dried apple packet surrounded by scattered apple slices on a light blue background
Bright yellow packaging for Origo freeze-dried raspberries with illustrated red berries and green leaves against the vibrant background
A bowl of cereal with fresh blueberries and banana slices arranged on top, styled as a product shot for Origo Foods freeze-dried fruit
Red Origo Foods packet surrounded by whole bananas and banana slices on a pale pink background
Origo Foods packaging box with mint green upper half and sage green lower half, featuring two illustrated freeze-dried berries with purple flowers and white highlights
Yellow Origo Foods freeze-dried raspberries packet surrounded by fresh raspberries on a cream background
Bright pink Origo Foods freeze-dried strawberry packet surrounded by whole and sliced fresh strawberries on a pale pink background
Bright yellow shopping bag with twisted paper handles and "Origo" written in white script on a cream background
Origo Foods packaging box with orange and green background featuring two yellow bananas and green leaves illustrated in a minimalist style
Pile of freeze-dried strawberry slices arranged on a pink background, showing their natural red colour and crunchy texture
Bright yellow phone case with a spotted strawberry design featuring red seeds and the Origo logo on a cream background
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