Guayaba is a farm to table food delivery startup in Texas. Their mission is to provide prepared food with the best seasonal fresh produce directly from farmers to consumers, all prepared at a fair price. Throughout this project, I worked closely with the client to refine their branding strategy. Once we co-authored a design brief, I worked through an iterative process from sketch to high fidelity concepts to arrive at the logotype below.

Logo design

Guayaba also known as Guava in North America, is a common tropical fruit cultivated in many tropical and subtropical regions. From our initial conversations, we wanted the logo to convey the colors and the shape of the fruit, while still communicating what the company stood for: fresh farm to table food. I explored various iterations and themes, ultimately arriving at a concept which harmoniously conveyed our central message.

Sketch variations