OUGD603: Delectable: Changing idea and development

So after coming back to my old design I decided I didn't like it. There was something about it that was wrong but i couldn't quite put my finger on it, so i decided to redesign it.

I chose the new name 'Delectable' as I thought it was fitting to the produce being sold.

I played around with a few ideas:

I liked the idea of using a carrot as the logo.

I tested a few colours to see what would work best:

I found using a sandy colour as the background added an organic feel to the design, with a bright orange as the logo making it stand out and create impact.

I flipped the carrot around and changed it so it looked like it was sticking out the ground. The logo is meant to symbolise the fact that all the produce is freshly picked.

I tried creating some signs that would be put up at the market.

I then decided to change the name from being upper case to lower case. I felt it had a much more delicate sound than when it was all in capitals, and also it looked less aggressive.

After getting a logo that I was happy with I began to make the deliverables. A business card, rewards card and an order form.

I created a small stamp for the order form, that was meant to show the heritage of delectable, I ended up using this stamp across a lot of the printed collateral. 

The order form was designed to be very typographic. I wanted it to be bold and easy to follow.

I made the decision of having the stall as a mobile van. This way the stall could be static on the market, and then mobile at night, meaning deliveries can be made.

I mocked up the design onto the van, keeping with the colour and the aesthetic.