When it comes down to it, a box is often simply a container for the pièce de résistance within, which is one reason why Fruute packaging is so minimally embellished on the outside. Crisp cardboard crates labeled plainly with the word "früute" hint at the eco-friendly manufacturing of the product wrapping.
But Ferroconcrete studio was not so modest with its graphic design as it may first appear, for when one opens up each brown paper parcel, a gorgeous print of a blue sky and clouds appears. Yet another reference protecting the Earth, but no doubt, this is also a suggestion of the natural delectable flavors of the mini tarts stored inside. The visual theme of Fruute packaging is also carried through the clean brand identity throughout the pastry shop and the website.