It felt obvious to me that the new logo should lean into the name and include citrus colors and keep the fun feeling. The new logo is versatile and can be recognizable in many forms.
The new logo
The current logo
Photography examples
My process
When I started designing I knew I wanted the text to be inside the lemon, but I explored different orientations and fonts to decide what that would look like.
My next step was drawing it in Procreate, so I could see what colors would look best with the design. I landed with bright citrus colors which felt right for the brand.
Then I brought the lemon shape into Adobe Illustrator and image traced so I could start narrowing down the lemon shape. I looked for fonts knowing I wanted something thick and bold which lead me to the final product.
