About Freshdrop
Freshdrop is a startup from San Diego, CA, that helps grow and monetize farmers by connecting them with multiple players in the Ag & Food Industry because they discover a problem that small farms have no choice but to sell their products and services at farmers' markets.
The true concept behind this is to create a delivery app where anyone can be able to ask for food from these specific places, having the security that the fruits and vegetables are truly organic, fresh, or homemade.
So, the task was very clear, we needed to create a brand identity that encapsulates fresh + organic products + delivery, so I started the creation of a logo that would become an emblem for the company’s core values, but also that can fit easily with the costumers and all this farmers’ markets universe.
After a long process of sketching and drawing, we came up with this wonderful brand, that directly meets the goal, but also embraces other aspects of security, speed, reliability, and power, with a very minimalist and easy to understand symbol.
Logo Development
I don’t think the logo needs a full explanation, it speaks for itself. As I mentioned in the beginning, we needed a combination of three concepts, fresh, organic, and delivery, so the symbol was created after a mix of a lemon, a parachute, which is an easy way to represent the delivery, and a box, as if our package came from heaven or more conceptual as if it just came down from the tree. It’s pretty dynamic and the color palette gives a cool and friendly personality to our brand and take us easily to the organic visual ecosystem.
Color Palette
We knew that we had to choose a neutral color that gives presence to the brand while playing with the infinite color scheme of the vegetables, fruits and the Food Industry, that's why the strategy of this color palette came instantly with the creation of our symbol, and it takes us directly to a green color scheme, even though, we look up for vibrant and strong colors that evoke security and power, but also something we can link to the liability we have with the planet and our consumers that we needed to transmit.
Brand Identity
As a designer, being part of this project was pretty enriching, because I had the opportunity to work not only on the brand design, but to expand my knowledge around all the brand identity, publicity, social media, and also the website design (UI/UX), so everything can be cohesive and the design solution encompassed an array of all the corporate elements. Saying this we can say that the brand message resonates consistently across all touchpoints, reinforcing their commitment to the trust and security of the company.
Thank you!
