This is the second branding suggestion for Fruition. I've chosen an entirely different concept from idea 01 - out with the editorial look and in with the rough and tumble outdoorsy look.
I've used my own typeface(s) with a sketchy, uneven edge mixed with a handwritten font to give it a more playful outlook with soft, summery tones that will appeal to older ages. With the illustrations I've used simple shapes and lines to depict the fruit inside, and in brighter colours so they contrast with the background.
On the reverse of the carton I've used an abstract silhouette of a track bordered by two hedgerows, mainly to take away from the bulk of flat colour but also to add some dimension and perspective.
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