To begin with I sketched some logos in a typographical format. I chose to contrast font weights as well as styles of type, using the brands name 'fresh fix'. As the main design style of my packaging is already designed and the main focus is type, I decided that I didn't want a typographic logo alongside this. Instead I moved onto more icon styles, experimenting with a plate and knife and fork to reflect the subject of the brand. I also tried to reflect the freshness of the food within the packaging using natural symbols such as trees. This supports the branding strategy of the "natural" look which I touched upon in my essay. Moving onwards from the tree, I chose to go down a similar route and instead include leaves. Within these leaves I have incorporated 'ff' for the brand name, representing them as the stalk and veins running through the leaves.
I attempted to recreate the logo digitally. I found this difficult as I could not gain the same appearance I achieved during the sketching stage. I created the 'F's using the line tool, and then removed them from the leaf shape below using the pathfinder tool to create one solid shape.
Below is the logo in place on the packaging - I think the style of the logo suits the overall handmade aesthetic of the brand - but the thin weight of the stroked within the logo does not detract from the style of the type.
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