Recién Cortado is an organic vegetable brand, which aim is highlight the natural process of harvesting. 

In order to be recognize first by name and as the brand that it is, a yuxtaposition of the two main letters was chosen to give shape to the logo. Other details were added as the tips of the traces to show a natural and plant shape. 

Art direction process 

As the name of this brand in english means: freshly cut. The visual representation had to make allusion to it. To make this reference, the logo was cut, leaving the space free, the vegetable was added under giving the appearance of borning out of the brand.