The fruit I was assigned to brand was kiwifruit. I chose the name "kiwi" to make it simple and recognizable. To further this, I hand drew a custom logotype script and added the "furs" of a kiwifruit to it. To complete the logo, I added an abstract radiating mark to represent the inside of a kiwifruit. The negative space in the center resembles the shape of China, where the fruit originated from. My idea was to attract the socially responsible consumer market, so the packaging and promotional pieces use carefully set typography to achieve that.