After the recent brand upgrade from Papyrus, Edible Arrangements; the branding fell on a sans serif that still lacked refinement. The color schemes were bright, integrated poorly and needed stronger simplicity. As a primarily gift-giving industry, the new brand's message is represented by crisp, charming fruits, reminding others to give love, both to themselves and others.
The arrangement of the original logo had too many colors and complex elements. I removed this and combined it with a script font to simplify the design with an approachable look and feel.
Point of Sale
Landing Page + App Game