Created as a giveaway for the IDEA Gradshow it had to match the grocery store theming but still be usable for other years. I pitched 6 ideas before we went with "Fresh Ideas" and further developed it. The final design has juicy, bouncy type that exudes freshness.
REFINED VERSION 1
After I was satisfied with this design I took it into Illustrator it vectorize it but the client wanted to see the design pushed further which was a push I felt I needed, I loved this design but I'm glad I pushed myself to the final result.
Once the direction was established
I played with various ways to layout the type