No more knocking watermelons or smelling pinapples in the produce aisle.

Role: Strategy / Art Direction / Brand Design / Product Design

Developed while at VCU Brandcenter

People are often disappointed by the fruit that they buy. Subjective "eye tests" and unscientific poking aren't enough to discern when fruit is at its ripest – the moment it tastes best and is most nutritious. As the world's largest producer of produce, Dole has incentive to ensure every consumer can buy the ripest fruit. RYPE employs molecular scanning technology so you never will cut into a mealy melon or brown avocado again. 

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