To establish the brand identity, the team at KIMBO focused on the uniqueness of OrangeFresh’s vending machine. The identity plays up the novelty of fresh juice coming from the machine, with the logo featuring a cube-shaped orange, complemented by boxy, orange typography. One version of the logo even resembles the stickers found on supermarket fruits.
We used a simple colour palette that utilized several shades of orange to connect the colour spectrum of fresh orange juice. For brand extensions, such as the print ads, we paired the orange values with a warm cream tone to reinforce a connection with the fresh and the organic. We also used textural photography of fresh oranges, images of orange skin and flesh, to provoke thirst, and entice customers to purchase a glass of juice.
The principal of minimal design was evident in every aspect of the brand extensions. To emphasize fresh oranges, our solution was designed with simplicity and understated creative. The vending machine wrap was designed to resemble a giant orange with a torn peel that allows for the viewer window opening. The cup packaging was also designed to be mostly transparent, to make the juice the main focus.