Zespri Redesign – Sunshine, Simplicity, and Seriously Good UX

Zespri, the global leader in kiwifruit, had a juicy brand… but a dry digital presence. Their website felt more like a trip to the grocery store in 2008 — dated, clunky, and lacking the energy that defines the brand. Revamp Zespri’s digital identity to match its bold, sunny personality. The aim was to reflect their commitment to health, sustainability, and joy — and to turn the humble kiwi into a digital hero that connects with conscious consumers.

Industry

Nutrition

Nutrition

Type

Product Design

Product Design

Role

Product & Visual Desgin

Product & Visual Desgin

Client

Zespri

Zespri

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Main Project Image

Main Project Image

Main Project Image

Main Project Image

Scope of work

We brought in bold typography, vibrant greens and yellows, and playful interactions that echo Zespri’s feel-good attitude. The interface invites users to explore, engage, and feel good about what they’re eating. The UX was completely rethought: simplified menus, focused storytelling, and intuitive paths that put the user first — whether they're curious about the fruit, the farmers, or the brand’s sustainability mission. Zespri’s site now scales seamlessly across regions, balancing brand consistency with the flexibility to speak to local markets — all while staying unmistakably Zespri.

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Large Project Gallery Image #1

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Project Gallery Image for 50% width of the screen #1

Project Gallery Image for 50% width of the screen #1

Project Gallery Image for 50% width of the screen #1

Project Gallery Image for 50% width of the screen #1

Project Gallery Image for 50% width of the screen #1

Project Gallery Image for 50% width of the screen #1

Project Gallery Image for 50% width of the screen #1

Project Gallery Image for 50% width of the screen #1

Project Gallery Image for 50% width of the screen #1

Project Gallery Image for 50% width of the screen #1

Result

A web experience that feels as refreshing as the product it represents. The redesign helps Zespri build trust, grow globally, and make eating better feel easier than ever. +38% increase in average session duration Users were sticking around longer, exploring content, and engaging with the brand story. +52% improvement in mobile performance Thanks to a streamlined mobile-first design, the site became faster and more accessible on the go. -41% drop in bounce rate A clearer structure and friendlier UX helped visitors find what they needed without getting lost or giving up. +27% boost in product-related clicks More users navigated toward product and sustainability pages — signaling stronger brand interest and potential conversions. Global consistency, local adaptability Markets across Asia, Europe, and North America reported smoother localization workflows and stronger brand coherence.