Using a sans serif typeface placed within a structured rectangle meant that it created a sharp and striking brand mark, as opposed to the soft, playful one from before. Although the element of modern has been brought through with this current logo, I wanted to still incorporate the organic feel I originally set out to have within the design.
As for the arrangement of the letters, left aligned seemed to work the best simply because it seemed more organised and structured than centre aligned.
First thoughts were to use a natural texture along with the current brand mark, something along the lines of a natural wood grain texture but as a line drawing would work to contrast the structured feel of the of the typeface and bounding box.
The only problem I found with this current branding is that the blank space makes the brand mark look incomplete. To solve this I took the aspect of including the vectored outline of an apple and including that within the blank space to bring together the whole mark.
The two options I ended up with was one minimal apple shape, and the other one the same shape, but with the shape layered up to follow on from this grain texture that already is prominent within the branding.
The majority vote after a short conversation with fellow peers was the logo on the left as this had more of a solid feel to it whereas the plain one felt hollow. Also the chosen mark would also do a good job representing the brand on it's own without any typography as it's a distinct and unique mark as opposed to the other mark which is a basic vector apple outline.
I moved onto choosing a relatively light colour scheme that I thought would fit best with the concept and packaging as a whole, especially considering apples are for the most part relatively light coloured.
The colours were mainly taken from a piece of wood to fit in with the natural look, the green was taken from an apple but toned down to become a more softer texture to fit better with the shades of brown. White was taken to contrast enough with colours to catch people's attention without being too sharp to be an eye sore.
Final Brand Mark w/ Added Colour Scheme
Box Sections
There are 3 total parts to the box which will be different colours using the existing colour scheme. This is so that they create a soft contrast between the different sections rather than appearing as a one colour box which may not create that much appeal about the overall look.
The reason behind the boxed off words was to isolate them in the hope to draw attention to them to further emphasis this underlying concept of a premium quality product.
There were certain aspects of the box design that I had to reconsider after a small feedback session with two other peers. Given that I was using 'Moon' typeface for the brand mark because of it's structured and sleek look, I automatically used that for the remaining type on the box designs.
But as shown above, the natural look I was going for didn't fit as well with the actual words 'Natural' and 'Organic' because their literal meaning is portrayed within the visual look of the word. Instead I opted for a more hand written style of typeface called 'DK Lemon Yellow Sun' which was much better suited to portraying the meaning of the words.
Final Box Design
A few extra little adjustments that were made was the addition of the brand logo on the side of the main box so that appear prominent when the outer wrapper is placed around it. Also the grainy wood texture was made slightly more subtle as originally it was too harsh of a contrast and took away from the main branding of the box.
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