Fruit Cellar
Logo Design & Branding

Carol Olsen grew up helping her mom make preserves and store them in a root cellar. Her mom lovingly called their root cellar, the Fruit Cellar. Carol’s homemade jam brand is a nod to that tradition.

This concept was inspired by the shape of cellar doors viewed straight on. The vintage styled typography pays homage to the roots of the brand. The simplicity of the logo modernizes and synergizes these elements to create a fun and inviting brand. The color palette, slightly retro, but never muted, screams summer and promises bright flavors.

The varied color palette allows for each flavor to have a unique label, which helps differentiate them at local farmer’s markets. The subtle wood panel on the labels is another nod to Carol’s inspiration: the root cellar.