Over the last five years, I have developed and built this brand from the ground up. In 2019, the client began a process of renaming to “myfruitsale.com,” their newly developed online platform. This new brand needed to clearly communicate the client’s values of “simple” and “easy.” To communicate this value, the design approach needed a clean visual style with ample space between elements, large blocks of color, and uncomplicated font choices. The new logo features the brand name in a bold, thick font and a blue/green color scheme, accompanied by minimalist icons and bright colors to highlight the client's values. As we continued to refine the design, rounded corners were heightened as the standard style for color blocks and image containers to create a more friendly design language.