City Veg, a distributor of fruit and vegetables to Cape Town restaurants, wanted a new logo design. Their old logo featured a mix of colours and an image of a basket of produce, lacking a clear brand identity. In the brief, they mentioned wanting a down-to-earth feel.

The new City Veg’s logo uses subtle design elements to convey their brand identity effectively. The carrot icon represents their focus on fresh produce. The design integrates a “V” and “C” shapes, subtly hinting at the company name. A green leaf atop the carrot symbolises fresh produce and urban living. The colour palette of green and orange reflects the natural hues of fruits and vegetables.