Re-branding Fresh Fruit Baskets
FreshFruitBaskets.com is a gourmet retailer of organic fruit baskets. They approached me to do a re-brand of their company as they had a recent move to organic products and desire to target corporate clients.
Old Logo:
They wanted their new logo to be more modern, minimalistic and organic.
I went to the sketch pad and worked out several ideas and once I narrowed it down to some I really liked and then went to Illustrator to execute the concepts.
Proposal#1:
With this concept I wanted to present clean and simple solutions. A trim stylized tree symbolizing fresh, organic. The circle surrounding the tree suggests in a subtle way a container around the tree capturing the fruit.
Proposal #2:
It is a orange showing basket weaves going across the bottom. Weaves could also be seen as orders going out/crossing out.
Proposal #3:
A minimalistic customized type approach. The ’s’ suggests a pear. Clean, classic and simple.
And finally Proposal #4:
Orange wedges with fresh drip flying upward. Also creates an abstract basket. The mark is memorable and unique. The client and I definitely liked this one the most and it was chosen as their new logo.
The stationary package:
Shown in monotone:
Both the client and I were very pleased with the final outcome of their logo!
Always enjoy feedback and thoughts from everyone!
Cheers,
Josiah
19 Comments
That mark looks delicious! Awesome concept, great execution. Well done!
Juicy! The final logo is outstanding.
Isn’t it great when the client goes with your favorite design? Great job, Josiah.
Oh, i am glad that this particular client landed to you at the end… you client thieve 
Nice one! Omnes, right? My all time fav typeface.
Thanks boys!
@Bojan It’s actually Gotham Book.
Cheers!
awesome job bro! loving the presentation of this
Sean Farrell’s last blog post..New Portfolio Additions
Huh, how embarrassing Gotham rounded indeed
Now I know who got this gig. You did a great job:)
Alexander Lloyd
April 5th, 2009
The final brand is outstanding in its simplicity and clarity. Love it. The client has been very fortunate having you work with them on this project. This is one logo that deserves to appear in logo design publications for some time yet.
Great post! Thanks for sharing!
Preston Lee’s last blog post..Aquavista Water Spec Ad
I like the final chosen design, very nice. Good job Josiah.
Where did you get the client from? I see some bickering in the comments 
Jacob Cass’s last blog post..Inspiring Intimidation
@Penflare: Thanks buddy – always appreciate your encouragement 
@Bojan: I need to get that Omnes font though.
@Fabian: Did the client inquire about your services, too?
@Alexander and Preston: Thanks for the kind words guys.
@Jacob: Thanks bud. I’m trying to figure those comments out as well. I’m guessing the client inquired around a bit before deciding who to go with.
Yes, It’s all good:)
Fabian’s last blog post..M1LLION
LOVE the final design and I too like it when the client goes for the logo that was my favorite.
P.S. what does this mean…
file_get_contents could not read the file
It was the message that showed up under this form.
Now is says: cURL error 6: name lookup timed out
WOW!! 4th option is really cool!! you really got the whole gist of what the logo is about.. and its also simple!!.. keep up the good work!!
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August 5th, 2009
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Liz
August 22nd, 2009
The final logo is so great. Simple, versatile, clean, and fresh.
Liz´s last blog ..Family Picture
Thank you very much for this information.I like This site!
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About Siah Design
Josiah Jost, nicknamed Siah (sigh-ah) by his friends, is located in Alberta, Canada and freelances under his business Siah Design. He specializes in logo design and has won various awards for his work as well as been published in multiple design books. He serves clientelle locally, nationally and internationally. He is also a Christian and is very open about his faith.
“ “It was a real pleasure working with Siah Design. Josiah did a fantastic job delivering a logo that perfectly matched our specifications within the requested deadline and budget. If you are considering Siah Design for your logo or website design needs, you will not be disappointed!” ”
Rachel Clark, Owner, Analyst Academy
Nice work. I especially like version 4. Great job.
Leighton Hubbell’s last blog post..Make sure you plan enough time. It could cost you.