New Leaf

The sweetener industry is highly competitive, so when NewLeaf approached us with a request to design a distinctive logo and packaging for their new brand, we knew we had to be innovative and unconventional. We decided to depict the stevia leaf as the hero but looked for unusual ways to illustrate it. It simply had to look unique. While photographic filter techniques were interesting, they were also generic and failed to meet the demanding criteria set forth in the brief. Consequently, we opted to try painted, almost calligraphic brushstrokes to capture the essence of the magical stevia leaf. The packaging and brand received positive feedback, but unfortunately, the project never materialized due to the company’s decision to allocate a significant portion of its budget to other products.