Zepto Fruit Punnets

Fresh fruit is the one aisle where the packaging is a sticker and the product does the selling. Zepto needed twelve of them at once for an April rollout, and twelve separate designs would have read as twelve separate brands. So the label is one drawing repeated: a girl leaning in from the left, an arm reaching in from the right, and the fruit between them drawn rather than photographed, so a green almond and a black jamun can sit in the same system without either looking wrong. Colour is the only thing that moves - each punnet takes its own from what is inside it - and the line under the name does the rest of the work: from the Himalayas, from Kutch, from Muzaffarpur, from the Malabar coast. Eighty millimetres by forty-five, CMYK plus two spot colours a label.