Brand identity
Branding
Imagery
Creating a new language for this tropical fruit company.
A nod to the vintage
Fruit companies back in the days used wooden crates —burned with their company name and shipping information— to ship their product. We used this as an inspiration to accentuate authenticity of Flamingo Co. The bold and often wide spaced lettering combined with a diamond shaped seal embrace the vintage. But dialled down to its most basic forms it is elevated to a contemporary iconic logo. The sparse use of color —humble pink, black and white— heroes the photography and the fruit in the cardboard boxes. Finally, we’ve created stickers that depict qualities of the product like ‘sun ripened’ and ‘handpicked’ adding valuable context to a story driven identity.
The Story
Flamingo Co. is all about humility, color and light-heartedness. The labour and dedication that goes into a single piece of fruit, the spirit of latin cultures, the unique character of every single farm and family. It all adds onto the Flamingo DNA. Though the logo is clean and contemporary, the story is driven by bright and colourful images of farmers in their sunny desaturated landscapes and the ripeness and juiciness of every single piece of fruit handpicked straight from the fields.
Product and box
As the boxes are stacked up high on a pallet hiding the product from first glance, in many cases the cardboard box is our customer’s first encounter with the product. That makes packaging, especially the boxes, Flamingo’s most important vehicle to establish the brand beyond showcasing the product. Therefore every box no matter size or form has more or less the same layout with the same elements. This ensures the same unboxing experience every new encounter with the product.
