OVERVIEW
This design challenge required creating a logo and color palette for The Fruit Parlor, a new Isla Vista business offering smoothies and juices. The goal was to attract local students on opening day and emphasize the business’s commitment to community by donating a portion of sales to local initiatives.
In crafting The Fruit Parlor’s brand identity, I opted for a vibrant and inviting aesthetic to appeal to the energetic and health-conscious Gen Z audience in Isla Vista. The redesign incorporates bright, bold elements across the logo and promotional materials that convey the brand’s commitment to freshness, sustainability, and community.
ESTABLISHING TARGET AUDIENCE
The first step in developing The Fruit Parlor’s branding involved analyzing the target audience, which consists of students residing in Isla Vista, typically Gen Z, between the ages of 18-21.
This analysis focused on understanding what these young consumers expect from a logo and brand. Key attributes that resonate with this demographic include authenticity, transparency, boldness, and the use of bright colors, all of which are crucial in crafting a logo that appeals directly to their preferences and values.
The branding for The Fruit Parlor is strategically articulated through terms that reflect its offerings and ethos.
BRAND ADJECTIVES
These include:
• healthy
• fresh
• philanthropic
• local
• community
• student-friendly
• vibrant
• sustainable
The use of "parlor" in the brand name evokes:
• elegance
• comfort
• inviting
• vintage
MOODBOARD
The imagery combines fresh citrus fruits and lively market scenes with a modern juice bar interior and vintage picnic settings, emphasizing the brand’s commitment to freshness, community engagement, and a warm, nostalgic aesthetic.
IDENTIFYING COMPETITORS
Competitors in the Isla Vista/ Santa Barbara area:
• Blenders
• Backyard Bowls
• Caje
• Oakberry
Competitors in California:
• Vitality Bowls
• Jamba Juice
SKETCHES
I created many iterations of a potential logo design, using the brand adjectives and moodboard to direct my work.
COLORS
The yellow, orange, and green are pulled from the current color palette. I introduced a purple hue inspired by acai to complement these existing colors.
FINAL LOGO + MOCKUPS
For the final logo design, I developed two complementary logos, one primarily iconographic and the other typographic, which can be used together or independently.
Additionally, I produced mockups demonstrating the application of the color palette and logo on The Fruit Parlor's smoothie cups to showcase the brand identity coming to life.
