‘summerfruit’ packaging
2003

Summerfruit is the name that includes sixty HEMA food products for which Kluif designed the packaging. The products that have been segmented based on colour vary from tea and candy to apple juice. ‘Green Punch’, for example, is composed of twenty green products while ‘Orange Sweep’ represents twenty orange products and ‘Red Twist’ twenty red ones. The philosophy behind this segmentation is that consumers like nothing better than to put presents together based on colour. Kluif implemented this colour differentiation in extreme where the manual typography emphasises the freshness and cheerfulness of the products.