MAIN LOGO
INITIAL PLANNING / sketches
When the Design Team proposed a new line of fruit-focused plush toys, we needed to come up with a name for the new brand. After much brainstorming through word maps and listing possible names, we decided to move forward with one of the titles I came up with, that being Fruit Fam. Following this decision, I started sketching out ideas for making the logo a wordmark with suggestions and creative direction given by Art Director, Kylie Lamb.
DESIGN PROCESS
When designing the Fruit Fam logo, my process centered on using rounded, block fonts alongside bright, fruity, and natural colors to inspire a modern, fun feel. The fonts I used were Super Sedan and Grobold.
After experimenting with fonts and various type lockups for the wordmark, I started refining its look that centered on slightly rounded, blocky letters and fruit motifs in most of the letters.
Throughout my design process, Kylie provided direction by suggesting including more fruit motifs in the wordmark such as using the natural counter of the A and placing it in the counter of the R as it resembled fruit seeds and making the tittle of the I fruit slices.
Logo anatomy
Various colorways and backgrounds for the Fruit Fam logo
After much experimentation, here was the final logo & colorway that was selected & approved for Fruit Fam.
HANGTAG DESIGN
The methodology behind Fruit Fam's packaging was to create a hangtag that was small but eye-catching. A rectangular hangtag was the starting point concerning its shape, but the further the project developed, I came up with the idea for the hangtag to be leaf-shaped that would be in line with the natural, fruit plush's feel.
HANGTAG DESIGN
For the hangtag's design, each one was given a leafy vein pattern on the outer front, a solid natural green as the background color, and Brevia Medium as the main font for the Fruit Fam character bios and other important information. In addition to this, the hangtags also included 3 fun facts about the fruit each character represented to provide an educational aspect to the plush as well.
The names of the Fruit Fam characters were a collaborative effort from the Design Team. The Fruit Fam plush character illustrations and biographies were created by Olivia Scarrott.
CHARACTER HANGTAG ASSORTMENT
FRUIT FAM / CHARACTER COLLECTION WITH HANGTAG
