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 by brainstorming and sketching, focused on capturing the feel the brand owner envisioned. She wanted a logo that was fun, fresh, and playful, with a clear connection to a tomato. Incorporating her request for red and green in the color palette, I explored different ways to bring these elements together while maintaining a lively and approachable aesthetic. The goal was to create a logo that not only aligned with her vision but also resonated with the brand’s personality.

Design Solution:

For this design, I selected a vibrant color palette of red, green, tan, and brown to evoke a fresh, natural feel while keeping the tone light and inviting. The logo is crafted to be both approachable and modern, with clean lines and a carefully selected typeface in lowercase. To make the tomatoes in the ad campaign pop, I designed them in Illustrator to look almost lifelike, juicy, and appetizing. The letter "C" in the primary logo doubles as a tomato, with three small green leaves delicately placed above, symbolizing freshness and playfulness across all packaging designs.