For this graduation project Rijk Zwaan has developed a new lettuce product that utilizes both an indoor vertically growing system and a packaging for leafy vegetables suitable for both growing and marketing (end package). The product of Rijk Zwaan deals with both growers and consumers. To growers the product must be feasible and appealing at a technical level. At the same time it must be marketing wise appealing to consumers as well. Currently the packaging is almost feasible at a technical level for growing. However, the packaging still needs a certain appearance that is appealing to consumers. In order to develop a successful packaged vegetable product, it must incorporate the needs and preferences of the targeted consumers as well (Brown & Eisenhardt, 1995; Cooper & Kleinschmidt, 1987). Moreover, elaborated analyses in the market of the consumers and the packaging are performed. In short, the meaning, form and function of the packaging still needs to be determined. To successfully launch the innovative vegetable product on the market it is important that the consumers are willing to purchase the product. The appearance of the product is the most fundamental determinant of sales success (Cooper and Kleinschmidt, 1987). To ensure the innovative product triggers consumers’ attention, it is essential that the product communicates a desired certain meaning (Chang & Wu, 2007) as people do not buy products but meanings (Verganti, 2009). Rijk Zwaan should therefore look beyong features, functions, and performances and understand the real meanings users give to the new lettuce product. Thus, the scopes of this project is (1) to analyse the market of the lettuce product and (2) in order to develop design guidelines to create the packaging design of the new product with the the desired meaning and a fitting appearance.