Macadamia Queen

Golden fruit, pearl kernel.

Client: Macadamia Queen
Industry: Agriculture & Agribusiness
Services: Brand Identity Design, Logo Design

Overview

Macadamia Queen saw in the macadamia tree an opportunity for Vietnamese agriculture.

A crop that could gradually replace industrial crops that earn farmers too little, and a wish to bring Vietnam’s macadamia harvest to the world. FreshBrand designed the logo and identity system so the brand could carry both: the preciousness of the nut and the scale of the ambition.

Inspiration

Where did the idea start?

Starting in the orchard, not at the drawing board

Before the logo came the paintings: dense foliage, clusters of blossom, forest birds and heavy bunches of macadamia fruit. Then came the macadamia nut itself, with its green husk, its hard brown shell and the ivory-white kernel inside.

The most precious thing lies deepest. That was the starting point of the identity.

Symbol

How did the idea take shape?

A leaf that holds the sun

The symbol is a leaf with a sun glowing inside it. The form was sketched by hand many times before being pared down to a mark strong enough to stand alone and simple enough to multiply into a pattern.

Two greens, a young leaf green and a forest green, together with the ivory cream of the kernel, make up the brand palette.

Applications

Where does the brand appear?

From shipping cartons to billboards

The system runs from office printed materials, cartons and delivery trucks to the reception desk and outdoor billboards. At the largest scale, the painting of the macadamia orchard returns as the backdrop for the message “Golden fruit, pearl kernel” and the tagline “Cultivating Vietnamese strength”.