chiquita

This rebrand is merely an exercise. I am not affiliated with Chiquita Brand.

The purpose of this rebrand, Chiquita, was to take responsibility for the company’s dark past. The brand has a history of irresponsibility and neglect of the origins of the brand. This was homage to native Columbia and their global contribution, while maintaining their fresh image.

To maintain the company’s fresh and distinctive image, I shifted from a yellow and royal blue color scheme towards a hot pink identity. This allowed consistency by reminding a color that will compliment the yellow bananas. The lady Chiquita mascot was removed all together, as it was based on inaccurate stereotypes. A light watermark was placed on the final logo, depicting native patterns.

Programs Used: Photoshop, Illustrator.