Five Seasons

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Five seasons

Logo and corporate identity for the premium quality strawberry producer

About the client

Five Seasons grows strawberries on vertical farms. The company doesn’t use harmful pesticides and additives: it is important for it to grow organic berries so that strawberries are delicious, environmentally friendly and rich in vitamins.

The name Five Seasons emphasizes that customers can buy fresh berries even out of season — this is a competitive advantage of the company.

Five Seasons plans to grow other plant crops too — for example, raspberries, blackberries and watermelons. Also the company wants to produce processed products: marmalade, natural sweets and premium juices.

Task

Create a logotype and corporate identity which will help Five Seasons enter the national market. It is important that the design should be relevant in the future, when the company's product line expands.

Solution

For the logo we took an image of the main product of Five Seasons — a strawberry, but came up with an unusual shape for it. It looks like a box with a bow: Five Seasons’ strawberries are often bought as a gift. The unusual shape of a berry on a package attracts attention of potential buyers.

We chose contrasting dark green and beige as Five Seasons’ corporate colors. Dark green is the color of greenery and summer. Against the background of this color red berries look bright and juicy that emphasizes their maturity and freshness. Beige is a natural and calm color. It doesn’t ripple and isn’t lost on a green background.

The corporate font is EXO 2. It is soft and geometric so with the help of it we conveyed the naturalness of the products and the company's concern for its customers.

We have used a sign from the logotype as the main corporate element. We developed it in such a way that in the future it would be possible to take the shape of the berry as a basis and change the contents of seeds so that it fits different product lines.