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.
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.
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.
It is a orange showing basket weaves going across the bottom. Weaves could also be seen as orders going out/crossing out.
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!