Brand Identity
Created for myfruitsale.com. January 2025.
Over the last five years, I have developed and built this brand from the ground up. Through changes in the client's identity and product offerings, this visual identity has evolved and matured into the largest project I have yet undertaken.
In 2019, the client began a renaming process from their “Minntex Citrus” brand to “myfruitsale.com,” the name of their newly developed online platform. This platform quickly became the cornerstone of their service offering, making a new brand identity essential. Over the ensuing years, I collaborated with them to develop the myfruitsale.com brand.
The myfruitsale.com brand needed to clearly communicate the client’s values of “simple” and “easy” compared to the competition. 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.
Given the client’s 40-year history with its original name and brand, it was important to transition to the “myfruitsale.com” name without confusing existing customers who interacted with the brand only a few times each year. Our solution was a series of “combined” brands that included elements of both the old and new brands, gradually shifting the dominant brand across annual iterations of marketing assets from 2020 to 2024.
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 of simplicity and ease of use.
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. To keep the visual style as approachable and uncomplicated as possible, we opted for a clean and simple serif font across the entire brand. Additionally, high-quality imagery of fresh fruit and bright, playful colors were used to emphasize the client's products.
