Fruitopia was a small non-profit association, originally led by a team of very ambitious young volunteers. Their goal was to reduce food waste and they did so by turning “out of shape” fruits and vegetables into long-term conserved goods (jams, chutneys, ketchups) as well as by doing workshops and training people in ways they could reduce food waste – at home or in professional kitchens. 

With time their activities grew more important, and it was time to get a brand upgrade. As a volunteer, and later on member of their board, I was very excited to work on their brand identity

logo design

The idea was to get something that represented

  • the artisanal side of the production – still all prepared by hand ! – hence the calligraphied type
  • the idea of saving the fruits and veggies and giving them a second life – illustrated by the buoy
  • the environmental values behind the organization – a classic leaf symbolising nature


  • The palette was composed by vibrant colors to express the dynamic aspect of the organization and remind of the colorful stars: the fruits and veggies!
  • Illustrations matched the hand-drawn logotype style

other stuff I did for Fruitopia

  • Flyers and posters
  • Packaging
  • Social media visuals
  • Business cards
  • Annual report publication