The name of the company was recognized but it’s story was non-existent so a new image + story needed to be crafted to support their contemporary offering.
The “Crabapple” was positioned as the wild-child cousin to the infamous and exotic apple. We all know the apple from it’s origins back to Adam + Eve with it’s allure and intrigue. But what about the crabapple? A slogan “Traders of the Other Forbidden Fruit” was conceived and positioned alongside a modern version, typographic version of the crabapple.
Supporting colors, image and stationery all drastically pulled this brand into the contemporary world in which it plays.