In October 2016, Seeka – New Zealand and Australia's largest kiwifruit grower – launched a major name change and rebrand to reflect its growth into a diversified produce company.
The rebranding process involved the creation of a new logo, which is based on one of my initial logo ideas. I was also commissioned to do the final artwork on the logo and to work on a brand manual as the guideline for the new visual identity. This included the development and elaboration of logo specifications, colours, fonts and photography guidelines as well as the design of different brand applications such as business cards, letterhead and a compliments slip together with detailed illustrations and descriptions how to use them.

Contract work for Avisa Services Ltd

The new brand included [...] a refreshed logo incorporating a star bursting with life, inspired by the company's core fruit products. The rebrand and new core values reflect what we believe are important to our stakeholders. It will ensure we have a professional and consistent brand presence on the orchard, in the packhouse, and in the market.   – Annmarie Lee, Seeka General Manager Growers & Marketing

Projects prior to the launch of Seeka's new branding

* The brand book layout shown on this page is the design of my initial brand book draft, which wasn't selected as the final brand book design. However, most of its content has been used in the final brand book.

** Design(s) of my initial draft, the final layout might differ.