Uncommon Fruit's project features a new logo crafted by Lexi and Calvin, blending decorative dropcaps with the clear shapes inspired by road signs. The logo incorporates illustrations of leaves and flowers, allowing it to evolve visually over time. Their website follows an editorial principle called the 'orchard of words', emphasizing keywords in content for enhanced navigation. This fosters curiosity-driven exploration rather than strict hierarchy. The collaboration reinforces the idea that design is not just about communication, but cultivationâencouraging new ideas and creativity to grow.
The collaboration with Uncommon Fruits reinforced the core belief that design can function as cultivationâcreating conditions for new ideas to take root.
The logo is designed to transform seasonally, creating a visual identity that feels alive and responsive rather than fixed and static.
Each piece of content on the website has keywords visually emphasized, creating multiple pathways through the site based on curiosity rather than hierarchy.
The type treatment used in the logo consists of playful letterforms that feel familiar yet peculiar, enhancing the overall identity of Uncommon Fruit.
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