CR CITRUS
CR Citrus is a smoked produce company based in Southern California. They grow and smoke some of the best garnishes and canapés around. Bold flavors, creative combinations, and an unabashed love of the California sunshine that helps grow the fruit are the pillars of the brand.
Branding
Taking that same bold, bright, honest ethos, the new direction for the brand demands consumer attention. It is straight forward and direct to match the product, the colors give it an incredible modern feel, while the engraved font maintains a sense of heritage one would expect from a southern California citrus farm.
By using type to its fullest capacity, you don't have to have imagery. However if budget allows, images of that same direct bright nature fit seamlessly into the larger brand system. The company can now confidently compete on any shelf, or in any bar. The packaging acts to reinforce the brand at every turn because any opportunity to grab attention as you enter new markets has to be taken.
The product is simple, but tastes incredibly bold and bright. So this brand system is simple, but it too is just as bold, and just as bright.
