POTVERDORIE
FRUIT LEATHER LABELS
Background
Potverdorie! (“Damn right!”) is a Dutch sustainable food company on a mission to fight food waste. They rescue unsold fruits and vegetables from wholesale markets and turn them into jams and chutneys bursting with flavor.
Our challenge: How do you make people see and feel that story, not just read it on a label?
WORK
We decided to make the label part of the message. Instead of printing it on paper, we made it from the fruit itself.
We turned unsold produce into pulp, baked it on trays, and transformed it into fruit leather labels, made from the very same ingredients inside each jar.
And as they aged, they told another story: when the label began to mold, it signaled that the jam inside had reached the end of its shelf life.
A poetic cycle of creation, consumption and decay. Perfectly in sync with Potverdorie!’s mission to make waste visible, valuable and delicious.
