Hexpand Lemons Packaging

Hexpand Lemons Packaging — for Delhaize’s Yellow Lemons (Fictional).

Packaging… a major source of waste. No matter what we buy, it’s always there: plastic, paper, cardboard, glue… more materials than we can count. How can we reduce it? How can we innovate? How can we find a viable alternative?

This is the challenge that this packaging addresses.

Delhaize sells its lemon packs in plastic nets. A new solution was needed. The answer? Packaging made from 100% paper. No plastic, no glue, no string. Just a simple sheet. A sheet combined with a unique physical principle: auxetics. Thanks to a laser-cut pattern of lines varying in length and spacing, the paper adapts to the shape of the product it wraps. These subtle cuts allow the paper to expand, creating more space for these four beautiful lemons.

Here, 500 grams of fresh lemons fit perfectly into an innovative packaging solution.

Visually, everything revolves around this cutout. As the packaging stretches, it reveals diamond (rhombus) shapes, which serve as the foundation for the typography grid. A generous and slightly sharp typography, reflecting the tangy taste of lemons.

All of this combined creates packaging that respects both the environment and its products. A greener packaging solution.