Fresh Start is a small business that delivers organic fruit and jams straight from their farm right to your door. With a focus on providing the freshest, high-quality produce, Fresh Start offers a true taste of nature, adding flavour to your meals with every vitamin-packed delivery.

The project goal was to create a vibrant and clean visual identity to highlight the freshness of the fruit and the simplicity of the ingredients. The logo needed to not only demonstrate the brand’s connection with nature but also stand out among the “old-fashioned” or “hand-written” jam and fruit labels. To achieve this, I selected a modern typeface and incorporated leaves in the letterforms. The brand’s primary colours needed to be neutral enough not to clash with the visuals of Fresh Start’s product labels, so I picked two shades of green that go well with the vibrant palette of the fruit illustrations created for each jam flavour.