Objective:

Develop a brand identity for the small company named “Crush” tomato sauces. Crush is a 100% vegan and gluten free brand of homemade, unique sauces made with only sustainable ingredients. The brand uses unique ingredients geared toward a healthy, sustainable and vegan audience to make the sauces stand out against competitors.

Target Audience:

The primary target is people who avoid all animal products, including dairy, meat, and eggs. This audience often seeks products that align with their ethical and environmental values, looking for plant-based alternatives to traditional sauces.

Design Process:

I began the design process with hands-on brainstorming and sketch exploration, ensuring each concept aligned with the brand owner’s vision. She emphasized a fun, fresh, and playful identity with a strong visual tie to tomatoes. With that direction in mind, I experimented with different compositions and ways to balance personality with clarity.

The final design features a vibrant palette of red, green, tan, and brown—evoking natural, wholesome ingredients while keeping the brand light and approachable. Clean lines and a modern lowercase typeface enhance readability and give the logo a warm, friendly character. To elevate the product story, I created tomato illustrations in Illustrator that feel juicy and nearly lifelike, reinforcing the fresh-picked appeal. The primary logo incorporates a clever visual twist: the letter C doubles as a tomato, accented with three green leaves to symbolize flavor, fun, and brand freshness across all packaging touchpoints.