Crisp is a juice company inspired by the farm to table movement. The name is reminiscent of the sound of biting into a fresh, crisp apple.
Meant to let people know that they are getting a fresh, pure, cold pressed organic juice so the dominant color for the logo, labels and carrier is white. This freshness is also enhanced by the use of vibrant, high resolution photography of fresh fruits and only glass bottles.
The glass bottles also can be reused or returned and allow for a fresher, cleaner product as there would be no chance of chemicals leaching into the product like what might happen with plastic containers.
The typeface for the crisp logo was created specifically for this project and the tall, slender letter forms are meant to reinforce the name.