Appco project

Overview

Extracting the flavour of nature for Appco

Appco, a logistics company specialising in the sale and transport of fruit and vegetable products, approached me during a critical phase of their business. The company faced significant reputational challenges due to a merger with another company that encountered financial difficulties. This tarnished their brand, making it difficult to build trust with their B2B clients across Europe, the US, and Canada. As a result, Appco decided to rebrand entirely, seeking a fresh start with a new name and identity. Their goal was to establish a brand that exuded trust and reliability, essential qualities in their conservative and established industry.

Overview

My primary task was to develop a brand identity and website that would completely disconnect from the negative associations of the previous brand, and position Appco as a trustworthy, modern, and reliable player in the logistics and produce industry. This included creating a logo, developing a cohesive brand identity, and designing a website that could easily be updated through a CMS platform. The challenge was to appeal to a traditional audience while ensuring that the new identity reflected the growth and forward-thinking nature of Appco.

To address Appco’s needs, I embarked on a comprehensive research phase to understand the market, the competition, and the perceptions within the industry. The insights gathered highlighted the importance of trust and reliability in this sector, particularly for long-standing companies that have established relationships with their suppliers and customers.

Overview

Addressing problems

Overview

Extracting the flavour of nature for appco

Finding the mark

I crafted a simple, contemporary wordmark using the Degular Display font. The new logo featured a subtle yet clever incorporation of an apple into the letter "O" of Appco, symbolising the company’s core business in fruits and vegetables. This was a stark contrast to the old, overly complex, and outdated logo that featured a three-dimensional, colourful apple swirl. The new design was clean, professional, and timeless, aiming to resonate with the conservative audience while signalling a fresh start.

Finding the colour of nature

I selected a fresh, yet muted colour palette that conveyed professionalism and reliability. The colours were carefully chosen to appeal to a traditional audience while still appearing modern and approachable.

Bespoke assets

In addition to the logo and colour palette, I designed a set of custom icons for each of the five key segments of Appco’s business: concentrates, purees, frozen foods, NFC juices, and aromas. These icons were crafted to be both visually cohesive and easily distinguishable, allowing them to be used across various brand materials and the website. Each icon was designed with a minimalist approach, using simple lines and shapes that aligned with the overall brand aesthetic

Overview

Establishing presence in the Web

The website design was kept clean and user-friendly, emphasizing easy navigation and clear communication of Appco’s services. The design was responsive to ensure a seamless experience across all devices.

‍I built the website using a CMS-based no-code platform, which allowed Appco’s team to easily update content, post news, and manage the website without needing in-depth technical knowledge. This was crucial for maintaining the site’s relevance and keeping the audience engaged.

Extracting the flavour of nature for Appco

Extracting the flavour of nature for appco

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