Problem:

Design a new logo and sticker for the California Fruit Company strawberry packages.

Solution:

When I was grocery shopping, I noticed that many organic farms and produce have similar logos or the packaging was mostly typography with not much else on them. My first idea was to create a logo with little text and a big image that would immediately grab a customer’s attention. I also wanted to create a logo that could be adapted to other produce that the company may sell. At first, I thought of bright colors, a big image, and a smaller title, but I did not want to take away from the strawberries or the company’s name.

I wanted something a little sensual but not too sensual because it was still for produce, and I did not want to make customers uncomfortable. I first thought of these big red lips biting a juicy strawberry, but right away I noticed that the red lips would bring way too much red to the overall packaging. Also, if I made the strawberry juicy it would be a bit grotesque and unappealing to some I thought. So, I made the lips grey and white and put the strawberry in the mouth to create high contrast and interest. I also thought that leaving the leaves in the mouth would create wonder and curiosity, leaving customers thinking about the California Fruit Company as they walked around the store.

Programs:

Adobe Illustrator