ART DIRECTION | BRAND STRATEGY | GRAPHIC DESIGN
This project allowed me to dive into the branding of a citrus haven. Basso, a Florida-based imaginary juice company, sought to highlight its popular Honeybell and Navel oranges, as well as their delicious marmalades. The goal was to convey a brand that captured a young audience by using bright colors and eye-catching patterns.
DELIVERABLES: Visual identity, illustrations, packaging.
SOFTWARE: Illustrator, Dimension.
I was tasked with rebranding Doyle Citrus, a family-owned business in Wabasso, Florida, near Vero Beach. Established in 1924 by Leonardo and Alejandra Doyle, the company is expanding into the retail juice market with Honeybell and Navel oranges and Ruby Red grapefruit. This rebrand aims to create a fresh, local feel highlighting the family legacy and natural Florida landscape, setting Doyle Citrus apart from large brands like Indian River. The project will feature a new label mock-up for small markets and roadside stands, focusing on a modern yet authentic design that reflects the company’s roots and community ties.
THE ASK
