The American company Farm Fresh to You is planning to expand the local community. "Farm Fresh to you" partners with local organic farmers bring fresh seasonal ingredients straight to the customer's doorstep.

The company recognizes the need to develop a new logo and visual identity to suit new customers and markets.

To work strategically with the design, you will be asked to conduct research to identify the competition, target audience, drivers and barriers and use this information when designing the new logo and visual identity of this company. They also need appropriate packaging for the products and branding on the vans.

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The logo & visual identity

For the logo and design, I focused on:
• Modern design
• Environment
• Clean and consist visual design
• Colors
• Typography
• Keep it simple
• Get inside the head of the target audience

The new logo and visual identity, gives an interesting, neat, and modern expression. The logo is given lines and symbolic elements that visualize growth in a somewhat modern form. Two plants that grow up, they are also reminiscent of the two letters F in Farm Fresh. The yellow rounding symbolizes the sun.

The style for the logo is modern and solid, with use of fresh colors, and the typography is strong, friendly, and professional. Color is an integral part of the brand identity. Consistent use of the color palette not only reinforces the cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling or a message to the audience. To give the “Farm Fresh to You” logo and visual identity a fresh expression the colors were chosen carefully, and the green and orange color palette feels fresh, inviting, warm, and exiting.

The logo, designed for "Farm Fresh to You":

Branding on the vans:

Packaging for the products:

Businesscard:

Click one of the buttons, to have a look at the logo or the brand manual: