I met Gretchen, a registered dietician in California right when she was starting to branch out on her own and launch her new business. A year after I met her she moved out to Denver and it became even more important to have a distinguishable brand when she began trying to gain clients in a completely new area. She told me she wanted something fresh and fun but without screaming “health-nut” since her practice focuses on mindful eating, not diets.
I hand drew a whole page of fruits and vegetables and vectorized them. Using these icons as the basis, I mocked up five or six different iterations including a version of each icon outlined, filled in and colored. After many rounds of edits we finally landed on two that fit the business and could be used on a variety of applications. I also used her colors and the vectors to make four different varieties for business cards.
Gretchen now uses the logos on all of her Instagram posts and also on her website. having the individual fruits and vegetables as vectors to be used in a whole variety of places. They have helped her grow her brand in a new city and set her business apart.