Corporate Logo

The Scope

Client: College

Project Type: Logo Resesign

Compentencies: Illustration, Iconography

Software: Illustrator

The Challenge

This project challenges you to design a unique, memorable, scalable, adaptable, and fitting logo for a company of your choice.

The Solution

I decided to focus on small local businesses and chose Fancy Fresh Food Shop for this project. Given that their name is quite long, I had to be thoughtful about how to incorporate it into the logo design. I drew inspiration from elements found within the shop, such as blenders, fruits, and vegetables, while keeping the design modern and simplified for a clean, streamlined look.

Research & Sketching

The Finalists

option 1:

Pineapple Top

I chose the top of a pineapple as the main element of the logo because it's a widely recognized tropical fruit and one of many key ingredients in Fancy Fresh Food Shop's drinks. The top view of a pineapple is not only visually striking but also naturally symmetrical, making it an ideal shape for a clean and modern logo. Its unique form adds a sense of freshness and energy while still reflecting the vibrant, natural ingredients used by the shop.

option 2:

Blender

I drew inspiration from the aerial view of a blender, a staple tool in Fancy Fresh Food Shop's daily operations. From above, the blender's blades create a dynamic and recognizable shape that represents motion, energy, and freshness—qualities that reflect the brand's identity. This perspective also allowed me to simplify the form into a modern, abstract symbol while still connecting it directly to the shop's focus on blended drinks and healthy ingredients.

option 3:

Bok Choy (Rose)

I found inspiration in the base of a bok choy—when sliced, it reveals a beautiful, rose-like pattern, one of nature's unexpected and stunning designs. Its natural form not only connects directly to the shop's fresh, plant-based ingredients but also adds an element of elegance and organic beauty to the logo. By highlighting this detail, I was able to create a design that feels both intentional and uniquely tied to the brand.

Final Decision

I chose the top of a pineapple as a key element in the logo because of its unique and instantly recognizable shape. Unlike the common side view, the top view offers a fresh perspective that feels modern, symmetrical, and visually dynamic. The pineapple itself is one of the most popular tropical fruits and a signature ingredient in many of Fancy Fresh Food Shop's drinks, making it a meaningful representation of the brand. Its spiky, crown-like leaves also add a sense of energy and freshness, while symbolizing hospitality and warmth—qualities that align with the shop's inviting atmosphere and community-focused values. This design choice helped me create a logo that feels bold, clean, and rooted in the essence of the business.