Tropic Fresh, an importer of exotic tropical fruits, sought to establish an appealing brand solution that would pique the interest of consumers unfamiliar with their unusual offerings. The flamboyant, colorful depiction of tropical plants and animals sets the tone and catches the eye in the produce section of a market.
An early version of the bag design was deemed too graphic and modern for the target audience, despite it's potential aesthetic appeal.
Early versions of the logo centered around a Chiquita Banana like female character but was discarded as possibly inappropriate in our "me-too" era. The focus shifted to tropical birds and finally, specifically to a toucan. Again, the toucan top right was considered too stylized for the audience. A compromise between realism and the necessary stylization and simplification of a logo resulted in the final logo.