Designed a branding system with abstract food-inspired patterns, emphasizing innovation and sensory experience. Partnered with Wonderfruit to develop a visual identity that redefined food culture narratives.

Problem

How can we create a visually compelling brand identity for a food storytelling platform that avoids conventional food branding tropes?

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Process

• Concept Exploration: Collaborated with the Wonderfruit team to establish a distinctive creative direction for Fruitfull, avoiding typical food imagery.
• Pattern & Visual System: Designed custom graphics using abstract representations of food elements, inspired by tableware and raw ingredients.
• Brand Application: Developed a flexible design system that seamlessly extends across various media, from digital content to print materials.

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Solution

A bold, forward-thinking brand identity that redefines how food culture is visually represented.

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Outcome

Industry Recognition: The creative direction positioned Fruitfull as an innovative platform for food storytelling.
Brand Cohesion: Established a distinctive, memorable visual identity that differentiates Fruitfull from competitors.
This project highlights expertise in creative direction and unconventional branding approaches.

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