Redesign a series of logos for produce brands to have a cohesive look and a strong brand message. The client is the US based produce company Westcoast Fresh. The audience are produce buyers of large supermarket chains, as well as end consumers and farmers/suppliers.

Each of the logos needs to communicate its own unique characteristics while communicating the brand as a whole. We started by identifying the brand characteristics for the brand overall; focused on the audience, the company goals, and brand intent. Then we identified the unique characteristics of each individual brand; the product sold, the value and look and feel to communicate, and the brand and logo history.

After the strategy was developed, we designed a set of 7 logos. All logos use the same unifying oval shape and same layout/structure but they display a unique illustration to their message. With fonts, colors and the icon each brands' unique character is represented.

The result is a strong, cohesive set of logos the company successfully uses to market their vegetable offering.