Container of fresh strawberries with a pink label reading 'Ichigo' and additional text, set against a purple background.

Brand – Packaging – Website

Ichigo.
Japanese-inspired,
Hawke’s Bay grown.

In Japan, fruit is more than food. It can be a gesture of respect, gratitude and care — chosen for its beauty, quality and sense of occasion. For Ichigo, a New Zealand-grown strawberry brand inspired by Japanese fruit culture, the opportunity was to create an identity that felt just as considered as the berries themselves.

Grown in Clive, Hawke’s Bay, Ichigo brings together Japanese expertise and Kiwi know-how. Through precision growing, premium varieties and state-of-the-art glasshouses, the brand produces fresh, exquisite strawberries all year round.

The result is a simple, elegant identity that treats strawberries as a gift. Refined typography, confident colour and restrained Japanese cues create packaging that feels distinctive without needing to shout.

A laptop displaying a website about strawberries, showing a person picking strawberries in a field.
Close-up of ripe strawberries on the plant, with a person's hand holding a few of them. Green leaves surround the berries.
Display of strawberry-themed promotional materials, including a pink background with a large circular image of strawberries on a plant and a hand picking them, a purple text box with white text about strawberries, a plastic container of strawberries, and various colorful design elements.
A woman with freckles and a dark beanie smiles while holding a large orange basket of fresh strawberries inside a greenhouse.
A clear plastic container of strawberries on a gray countertop and a girl holding a container of raspberries outdoors.
A clear plastic container of strawberries on a gray countertop and a girl holding a container of raspberries outdoors.
A close-up of a slice of strawberry shortcake on a plate with fresh strawberries on top, on a light gray surface. The image also shows strawberry packaging and promotional materials with strawberries and text about strawberry varieties and brand information.
A diverse group of people standing in a greenhouse with rows of strawberry plants, smiling at the camera.
A clear plastic container of fresh red strawberries on a gray speckled surface.
Series of four images featuring strawberries and strawberry products with branding and scenic backgrounds
Close-up of ripe and unripe strawberries on a plant with stickers labeling them as grown in New Zealand's Hawke's Bay region and on the whole, indicating strawberries grown all year round.
A woman and a man standing in a strawberry farm amid rows of strawberry plants inside a greenhouse. The woman is smiling and wearing glasses, a white hat, a gray sweater, a pearl necklace, and a colorful skirt. The man, also smiling and wearing glasses, is dressed in a blue jacket over a white shirt and khaki pants, holding a bunch of strawberries. To the right, there is a plastic package of strawberries with a pink label that reads "Ichigō," indicating they are fresh, year-round strawberries from Hokw's Bay, grown in Clive, New Zealand.
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