Edible Arrangements

Inspired by Kel Lauren and their YouTube channel, I took a crack at rebranding Edible Arrangements.

Key elements I chose to focus on:

• An updated color palate. The red that Edible is currently using feels harsh and does not speak to the overall freshness of their products.

• Updated typefaces. The current typography of the brand feels generic. Two fonts with a bit more character will allow for more instantly recognizable branding.

• Creating multi-use icons. Instead of using an illustrated arrangement, simplified fruit icon art may prove more versatile.

• A new logo. Creating a new logo using all of the above elements.