Les Légumes de JF
Brand strategy / Brand identity
Brand identity design for a new vegetable wholesale business
Type
Client project
Sector
Agriculture
Discipline
Brand strategy
Brand identity
Graphic design
Photography
Les légumes de JF is a new vegetable wholesale business established in April 2022 by Jean-Françoise, more known as JF. The soil is worked by hand without the use of automated machinery, and the vegetables are grown without any pesticides and chemicals. This is an environmentally friendly business, where the plants receive a lot of care and attention, so that you can have tasty, nutritious and healthy food on your plate.
The concept
I gave Jean Francoise the choice between three different design concepts, and he chose the direction Healthy, natural & classic. The inspiration for this design comes from the garden, vegetables & gardening tools.
The logo is distinct, visible and stands out with a typeface that can resemble printed letters. This emphasizes the analog way of doing things - working by hand, and thus it visually communicates something that is shaped natural and organic.
This design is targeting families with kids who want them to eat healthy food. The logo is versatile and can be used for a variety of different products. It can look good on packaging and apparel. Combined with the right illustrations it can also be associated with something entertaining (an attraction, e.g. the market).
Listen to an explanation of this project in the audio file above
