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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

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More Micronutrients

Low Pesticide Content

Taste and Texture

No Chemical Fertilizers

Superior

to ordinary fruits

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Price comparison of 17 organic products

7% - 82%

More Expensive

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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

  • 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.

  • 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

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Enhanced Details to Make It Feel Real

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Scrolling Hero Image

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Product Details

Quick Start Guide

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QSG_page-0001.jpg

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QSG_page-0002.jpg

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QSG_page-0003.jpg

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Design Principles Behind Fruitful

  • 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.

  • 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.

  • The Mundane Future

Rather than depicting a fantastical world, Fruitful envisions a grounded future where fruit is scarce, reflecting rising costs of everyday necessities.

  • 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.

  • 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.

  • 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.

  • 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.

 

  • 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

@ 2024 Manman Zhang

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