Michoacan Organics wanted a custom, descriptive brand with an elegant package to usher their unique avocados into the market.
We reviewed competitor brands and pages of imagery of Mexican origin and convened to discuss feelings and approach
The first draft explored innumeral typographic options and three design approaches for a case box.
The chosen direction led to exploration and development of typographic details in the logo.
The box itself was flushed out first with a sketch made from hundreds of reference imagery compiled by the team in Mexico which were used to create the cut-paper styled illustration.
A sample corner of the sketch was made to ensure style/approach.
Via a handful of development drafts, the three main box panels came together, we explored color options, finalized the language, and developed the Farming For Life asset.
When the design was approved, the box dieline was populated with the artwork and sent to print
Boxes and labels were printed in Mexico and have been well-received. Further expansion to other products such as papayas and mangoes can be built from the branding look that has been established with the avocados.