Peterson Family Fruit

Web Design

Brand Identity

Brand Strategy

Kingsburg, CA


Going Beyond the Fruit For A Sustainable Future.

The Peterson family has produced stone fruit for over five decades, passing down generations of passion and knowledge. Unlike conventional growers, the Peterson’s practice regenerative organic farming using the natural environment to provide optimal nutrition to their soil, trees, and fruit. We developed a brand identity to help them communicate their message of care for the soil, fruit, and people.
stone fruit logo
The juxtaposition between pencil-sketch illustrations and an elegant serif typeface reveals that Peterson is both organic and beautiful. Our conceptual approach aimed to highlight the Peterson’s farming practices as a raw solution that can be admired visually.