Project Title: Fresh & Fruitee Brand Identity
Challenge: Create a logo and identity for a new smoothie franchise that offers a wide variety of exotic fresh fruit. Fresh & Fruitee’s target audience is composed of health conscious men and women of all ages.
The brand identity should be able to stand out against its competitors and attract customers looking for tasty, organic, fresh fruits.
The brand identity should be able to stand out against its competitors and attract customers looking for tasty, organic, fresh fruits.
Solution: Created a logo that uses hand drawn type and bright bold colors to show company’s uniqueness and create a tasty tropical flavor. To create that warm, island feel multiple colors were used: hot pink, golden, orange, and purple. The ampersand becomes a main element in the logo design as a palm tree, clearly implying a tropical flavor. Avenir is used for business stationary. Gotham is used as the secondary type mainly for body copy.
Started my sketches in ink wash, then traced them over in marker. I felt that using the ampersand in #6 and 7 as a palm tree and to interact with the e looked very dynamic so I moved in that direction.
Logo
Business Card (Front)
Business Card Back
Envelope
Letterhead
Postcard Coupon Mailer- Back
Postcard Coupon Mailer - Back
