Purveyance: Innovative Branding for Fruit Tracking System

Transforming the Fruit Industry with Freshness and Quality

This project, led by designer Nigel Morrison from Creative Media, aimed to create the branding for an innovative tracking and payment system for fruit suppliers. The logo, designed to symbolize freshness and quality, is adaptable for a variety of brand uses both online and offline. The research, colors, and keywords identified in the process were reflected in the logo, which is unmistakably fruit-based, modern, corporate, friendly, and approachable. The slogan, "From Tree to Shelf," signifies that the brand and app will accompany the produce throughout its journey, ensuring quality and freshness every step of the way.

The designs for this project were created using a combination of Adobe InDesign, Adobe Illustrator, and Adobe Photoshop. As a wide-ranging branding and digital design project, there are no specific technical specifications, but a large amount of separate pieces were created to bring the brand to life.

With no similar service on the market, the research for this project focused on understanding the positive aspects of fruit companies' own images. It was discovered that the fruit industry, even at the top end, lacked truly quality design. This presented an advantage for the Purveyance brand, as a modern and corporate look would instantly gain credibility and a perception of scale, providing opportunities for the client.

The creation of the brand itself posed a challenge for the designer. The icon, representing freshness and quality, required experimentation with shape, color, and gradient to ensure it was just right. Various logo styles, typefaces, and color schemes were explored to settle on the best and most appropriate branding.

The Purveyance branding project was completed in just 8 days, from February 16th to February 24th, 2015. The short timeframe added to the challenge, but the result was a successful and visually striking brand that transformed the fruit industry's presentation and perception.

This design was awarded the Silver A' Design Award in 2015, in the Graphics, Illustration, and Visual Communication Design category. The award recognizes designs that demonstrate outstanding expertise, innovation, technical characteristics, and artistic skill. Purveyance's branding stood out for its excellence and ability to evoke positive feelings, amazement, and wonder.