
FRUITFUL - "Just Like Real Fruit"
Fruitful is a design fiction project that explores human-technology relations in the near future. Imagine a future where all fruits have become expensive, making them unaffordable for many people. In response, Fruitful offers a solution by introducing a “fake fruit” entirely made from food-grade additives. This project reimagines how technology might bridge the gap in basic nutrition accessibility when natural foods are out of reach, provoking reflection on the evolving role of synthetic products in our everyday lives.
Team
Xing Gao
Manman Zhang
Chengyu Wang
My Role
Concept Development
Narrative Creation
Web Design
Quick Start Guide
Tool
Figma
Timeline
7 May - 18 May 2024
Collaboration Project
Design Fiction
Speculative Design
User Interface Design
Project Overview
Fruitful is a design fiction project imagining a future where everyday fruits become luxuries. This speculative approach, known as design fiction, uses storytelling to explore potential futures shaped by technology and social change. Unlike traditional design, which focuses on problem-solving, design fiction introduces plausible scenarios to inspire critical reflection and strategic foresight. Rooted in real signals and trends, Fruitful presents a “fake fruit” that prompts us to consider how human-technology interactions might evolve in response to scarcity and affordability issues in our food system.
Faint Signals
Collect and analyse faint signals
Strict Production Standards

More Micronutrients
Low Pesticide Content
Taste and Texture
No Chemical Fertilizers
Superior
to ordinary fruits

Price comparison of 17 organic products
7% - 82%
More Expensive

for organic fruits
Demand & Price
The popularity of organic fruits
The trend of labeling fruits as pollution-free, free from chemical fertilizers, and pesticide-free has driven up prices, widening the gap in fruit quality and affordability.
This shift highlights a growing consumer preference for organic products and raises concerns about access to high-quality fruit across all income levels.
Archetype
Select an archetype
"FRUIT"
We selected fruit as our archetype—a universal, essential, and familiar product that everyone recognizes.
Naming the company 'Fruitful' adds to the authenticity, subtly suggesting it as a genuine fruit brand. This choice enhances the imagined scenario, hinting at a future where even ordinary fruits might need artificial substitutes, blending irony with realism.
WHAT IF
All fruits become expensive,
making them unaffordable for many people?
Design: Bring Fruitful to Life
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First, we created a landing page for Fruitful’s official website, showcasing the product’s advantages, aesthetic appeal, related products, customer reviews, and nutritional equivalence to real fruit to enhance its authenticity.
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Second, we developed a Quick Start Guide (QSG), a concise manual that instructs users on how to incorporate fake fruit into their daily lives, calmly address any issues, and highlights ease of use and storage.
Fruitful - Official Website
Hero Image
What We Do
Just Like a Real Fruit Store
Fully Simulating All Uses of Real Fruit
Safe to Enjoy, with Technology You Can Trust
To Immerse Users in Our Design Fiction Concept






Enhanced Details to Make It Feel Real



Scrolling Hero Image






Product Details
Quick Start Guide
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Design Principles Behind Fruitful
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Plausibility
Fruitful imagines a future rooted in current trends—rising costs, environmental impacts, and growing demand for organic products. This makes the scenario of artificial fruit both plausible and a natural extension of existing market patterns.
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Surprising and Startling
A future where fruit requires a quick-start guide is both surprising and unsettling, challenging our basic assumptions about food. This prompts viewers to reconsider how technology reshapes daily life and nutrition.
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The Mundane Future
Rather than depicting a fantastical world, Fruitful envisions a grounded future where fruit is scarce, reflecting rising costs of everyday necessities.
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Subtle Sense of Humour
The concept of “fake fruit” humorously reflects the absurdity of needing artificial replacements for something as fundamental as fruit. This light-hearted angle makes a serious issue approachable and engaging for the audience.
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A Provocative Vision
Suggesting that only the wealthy can afford natural fruit, Fruitful prompts reflection on food accessibility and inequality. It challenges current assumptions about basic nutrition and encourages viewers to question how socioeconomic divides shape our access to natural resources.
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A Fitting Artefact
Using familiar forms, Fruitful bridges cultures and timelines, meeting basic nutritional needs in a future where natural fruit is a luxury.
Reflections
Our design fiction project received high praise for its creativity, depth, and strong understanding of speculative design, demonstrating a comprehensive grasp of design fiction principles. The group's work on concept development, website design, and product presentation was thorough and inventive, showcasing a solid foundation in the knowledge applied to this project.
However, there were several challenges and areas that could benefit from refinement.
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Issue 1: Naming and Branding
Our original product name, “O’Faker,” aimed to convey the concept of artificial fruit. However, This name was too literal. A more imaginative or subtle name, such as “Fruitful” or “Fruition,” or a catchy slogan like “Better than real fruit” or “Just like real fruit,” could enhance the believability and immersion of the fictional world. Similar to how McDonald's doesn’t label itself as "Junk Food," a more nuanced name could make the concept even more compelling by building a stronger, more nuanced brand identity.
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Issue 2: Realism in User Feedback and Product Details
The project’s reviews section offered an opportunity to add depth and authenticity. By including less positive reviews or feedback from customers who hadn’t purchased the product many times, we could have portrayed a more balanced and realistic user experience. Additionally, in the product details sections for individual fruits like “Kiwi” and “Banana,” the current ingredient lists erroneously featured pasta-related ingredients. Replacing these with hypothetical, fruit-specific ingredients would improve the project’s realism and adherence to legal standards in ingredient labeling.
References
Boyers, L. (2023, February 3). Is eating organic food worth the price?. GoodRx. https://www.goodrx.com/well-being/diet-nutrition/organic-food-worth-the-price
Carlson, A. (2016, May 24). Investigating retail price premiums for Organic Foods. USDA ERS - Investigating Retail Price Premiums for Organic Foods. https://www.ers.usda.gov/amber-waves/2016/may/investigating-retail-price-premiums-for-organic-foods/
Chemical Fertilizers And Its Impact on Agriculture. agrimateorg. (2022, March 30). https://agrimate.org/chemical-fertilizers-and-its-impact-on-agriculture/
Delhi, N. (2018, June 5). Farmers protests make fresh fruits, vegetables expensive; restaurants may also increase prices. Business Today. https://www.businesstoday.in/latest/economy-politics/story/farmers-protests-make-fruits-vegetables-expensive-restaurants-may-increase-prices-149316-2018-06-05
Marks, G. (2014, March 14). Why can some businesses get away with high prices?. Entrepreneur. https://www.entrepreneur.com/growing-a-business/why-can-some-businesses-get-away-with-high-prices/232199
Mitchell, R. (2023, January 25). Sprouts gets into the “imperfect” organic produce game. Supermarket News. https://www.supermarketnews.com/organic-natural/sprouts-gets-imperfect-organic-produce-game
Organic fertiliser vs. Chemical Fertiliser: Which is better?. Supersoil. (2023, October 27). https://supersoilglobal.com/en-au/blogs/blog/organic-fertiliser-vs-chemical-fertiliser
Smith, A. (2021, September 27). Why global food prices are higher today than for most of modern history. The Conversation. https://theconversation.com/why-global-food-prices-are-higher-today-than-for-most-of-modern-history-168210
Vass, E. (2024, April 17). Pesticides in Fruit & veg strengthen the case for Organic. The Grocer. https://www.thegrocer.co.uk/fresh/pesticides-in-fruit-and-veg-strengthen-the-case-for-organic/690287.article
Yeh, A. (2023, September 26). Organic strawberries bring growers higher prices than conventional berries. USDA ERS - Chart Detail. https://www.ers.usda.gov/data-products/chart-gallery/gallery/chart-detail/?chartId=107483