A box is often simply a container for the protection of the inside product, which is one reason why fruute packaging is so minimally embellished on the outside of the box.
Crisp cardboard crates labeled plainly with the word &ldquofrüute&rdquo hint at the ecofriendly manufacturing of the product wrapping. But when someone opens up each brown paper parcel, a gorgeous print of a blue sky and clouds appears, yet another reference to the protection of earth.
