WHM Fresh Crown Fruit

A Fresh Brand Evolution for WHM Fresh Crown Fruit

Wizard Pi recently had the pleasure of working with WHM Fresh Crown Fruit to refine and evolve their brand identity while staying true to their roots.

WHM Fresh Crown Fruit operates across two key areas—WHM Fresh, which specialises in growing the highest-quality fresh produce, and Crown Fruit, which focuses on importing and delivering fruit. Holly and Matias approached us with the challenge of modernising their brand while retaining the key elements of their original logo, including the yin-yang symbol, the wave (a nod to their love of surfing), and the fruit shape that connects to their business.

A Modernised Logo with Meaning

We wanted to maintain these meaningful elements while giving the brand a fresh, contemporary look. To achieve this, we introduced a brighter colour palette to reflect the vibrancy and freshness of their produce, along with a printed texture to convey a raw, earthy feel that ties back to their farming roots.

As part of this evolution, we created three distinct logos:

• A combined logo representing both WHM Fresh and Crown Fruit, designed for use across most brand collateral.
• An individual WHM Fresh logo for applications related to their farming operations.
• A standalone Crown Fruit logo for use in their importing and distribution materials, including packaging.

A Cohesive Brand for a Growing Business

The result is a brand identity that feels modern, authentic, and reflective of Holly and Matias' passion for what they do. By carefully balancing fresh new elements with their original vision, we helped create a brand that will grow with them as their business continues to thrive.