FRUIT HOUSE
Designer: Hongcen Chen
Year: 2019
“灵活多变”是整体品牌贯穿的重要概念， 灵活不仅体现在水果本身的属性上，如新鲜水果在时间变化下口感与气味的变化，也在于水果店本身也是常年变化，店主会经常更换“fruit house”位置及参加市集活动，卖精致的水果篮子也卖其貌不扬的孤果等等。
为了在多变的场景和时间下，保持好品牌的统一性。设计上选取了跟fruit house 名字相关性强的抽象店铺图形与文字结合，就产生了这个值得信赖的合适的logo图形。
六边形店铺的logo图形在识别上，整体简洁易记，能隐性加深品牌的信任感和亲和力。
在延展性上，logo图形在最大程度上可适配各种物料。
FRUIT HOUSE is a small fruit shop located in London’s West End.
In its early days, the shop primarily served as a supplier to major shopping malls and supermarkets.
A key concept that runs through the brand is “flexibility and adaptability.”
This flexibility is reflected not only in the nature of fruit itself—its taste and aroma changing over time—but also in the ever-changing nature of the shop. The owner frequently relocates Fruit House to new spots or participates in local markets. The shop sells both beautifully curated fruit baskets and humble, imperfect individual fruits.
To maintain a strong and consistent brand identity across varying locations and moments, the visual identity features a logo that combines abstract geometric shapes with the name Fruit House. The logo is inspired by the idea of a “house” and directly connects to the brand name.
The hexagonal shop symbol is clean and memorable, subtly reinforcing a sense of trust and friendliness.
From a practical perspective, the logo has excellent adaptability, making it suitable for a wide range of physical and digital materials.
logo图形在常见物料上的应用情况：1 品牌贴纸， 2 品牌宣传语，3 品牌产品外盒贴纸/产品信息， 4 品牌营销海报/视觉。