All Good Organics, based in New Zealand, works with organic fair trade farmers to provide healthy, organic fruits and vegetables to consumers. Its offerings include organic sparkling fruit juices. AGO wanted to avoid the usual clichés associated with organics when rolling out this new product to consumers, such as folksy illustrations and raw materials like kraft paper. Simon Coley, AGO creative director sums it up: “The brief, in one line, was to make organics glamorous, and do something new.”
To do this, he hired lettering artist Luke Lucas to come up with typographic styles for each flavor that could comfortably hug the shape of the bottle and be highly legible. Lucas, who’s based in Sydney, Australia, is primarily known for his editorial and advertising work, so he was particularly excited to work on a logo for an actual product. It also helped that Coley is a fan of the late, great designer Herb Lubalin. “Luke is just as big of a fan, so when we met and talked about the project we hit it off. This made the creative process straightforward and really enjoyable,” Coley says.
Each flavor of All Good Organics has its own logotype with the bird icon cleverly integrated in each design. The focus was on creating a beautiful shape, colors to complement the juice, and typographic treatment that would delight the eyes—just like the juice delights the tongue.
“It’s rare for a client to have a passion for design and typography, let alone be familiar with the design legacy of the late Herb Lubalin, so it was a very pleasant surprise,” Lucas says. “They wanted the type to be truly custom, juicy, and to take inspiration from Lubalin’s use of ligatures and swashy typographic forms.”
Lucas took that inspiration and developed his own type styles for the fruit juices, but the biggest challenge wasn’t rendering the letters, it was the space it had to live on. “The shape of the bottle is like a teardrop, and the application space for printing the lettering is an awkward tapered rectangle, so this defined the overall shape and presence of the lettering on the bottles,” he says. “Each of the flavors consisted of words of different lengths and line breaks, but as a range they needed to have a consistent proportional weight on the bottle.”
To get the right balance, Lucas ended up going through several rounds of refinements. “After Luke had done a couple of preliminary sketches and we got the balance between letterforms and the swashes and curlicues that make the type look fruit-like and plant-like, it was a case of going back and forth with a number of refinements to fit the shape of the bottle and balance all five of the flavor names so the full set of bottles and flavors looked and felt like a family,” Coley notes.
In addition to hitting the right balance for each flavor name, Lucas had to accommodate the AGO bird logo into each design. “The aim was to integrate the brand into the flavor lettering in the subtlest of ways to allow a single design piece to sit front and center on the bottle, with no further distractions or unnecessary visual clutter,” Lucas explains. All the visual elements, including the juice itself, create a clear, sophisticated, mouth-watering identity for each organic flavor.
Even the bottle caps accommodate the type treatment with the bird icon and feature glossy colors reminiscent of the juice flavor within the bottle.
The sophisticated logotype and sparse flavor descriptions let the product speak for itself.
Lucas had an especially difficult challenge incorporating this long flavor name into the same space as the other fruit juice logos.
The logo was also featured on the juice cases.
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