The Client
Originally operated as Minntex Citrus, the client provides full-service fundraising programs to youth organizations across the Midwest, featuring fresh fruit and gourmet snacks. Each year, they work with hundreds of organizations during a narrow time frame to plan and execute fundraisers, necessitating a strong brand and memorable service due to their short bursts of contact with customers.
In 2019, the client began a renaming process from the “Minntex Citrus” brand to “myfruitsale.com,” the title of their newly developed online fundraising platform. This platform quickly became the cornerstone of their fundraising program, making a new brand identity essential. Over the ensuing years, we collaborated to develop the myfruitsale.com brand.
In 2019, the company's branding primarily consisted of these letterhead styles.
Goals & Objectives
The myfruitsale.com brand needed to clearly communicate the client’s services, products, and target customers in a distinct way. Unlike many fundraisers that are complex and time-consuming, the client distinguishes its offering as “simple” and “easy” compared to the competition. To communicate this value, the design approach emphasized cleanliness, with ample space between elements, large blocks of color, and uncomplicated font choices. Additionally, high-quality imagery of fresh fruit and bright, playful colors were used to emphasize its youth-focused fundraisers.
Given the client’s forty-year history with the original name and brand, it was important to transition gradually to the “myfruitsale.com” brand without confusing existing customers who interacted with the brand only a few times each year. This resulted in a series of “combined” brands that included elements of both the old and new brands, gradually shifting the dominant brand through several iterations from 2020 to 2024.
The brand's logo mark would slowly evolve over five years to avoid customer confusion.
Design Process
The new myfruitsale.com logo features the brand name in a bold, thick font and a blue/green color scheme, accompanied by minimalist icons and bright colors to highlighted the client's values of simplicity and ease of use. As we continued to refine the design, rounded corners were introduced as the standard style for color blocks and image containers to create a more friendly design language.
Final Brand
After several years of iteration and implementation, the client now has a strong visual identity in place for its future. The final brand is shown briefly in six selections from the nearly 50-page branding guidelines, demonstrating styling parameters for logos, colors, type, photography, and more.
