Edible Cuts
The Ask:
Renowned for delivering premier quality fresh-cut produce to foodservice businesses across the Northern midwest, the Edible Cuts brand was ready for a formalized brand visual identity.
Altura Value:
Bring the design excellence
The brand had long operated under the Edible Cuts name, but did not have a formal logo or visual identity. As the company began to define and refine its offerings, audiences and unique POV in 2025, it seemed the perfect time to solidify how the brand looked.
Altura tapped into the freshness and variety of produce Edible Cuts delivers to its customers. A mix of serif and italicized font spoke to the brand’s steadfast history and fast-moving present. The handwritten nature of the italicized font is a nod to the high-touch relationships Edible Cuts offers to its partners and clients. A trio of fruit and veg icons showcase variety in premium produce offerings, as well as the unique and custom cuts the brand provides.
The Result:
An artfully designed logo and Vis ID that encompasses the brand’s many offerings and audiences as the company continues to grow.
A brand mark designed to be loved and used by farmers, chefs, delivery drivers and culinary professionals.
Warm natural colors evoke the flavors of ripe produce and illustration style was left purposefully ambiguous as to represent a variety of fruits and vegetables. Is that a sliced cucumber or a sliced squash?
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