Project Overview:
Pith is a monthly fruit box service made for a new wave of snackers. It blends ease and surprise, offering a changing mix of fresh fruits so people don’t have to stress about what to buy. Kip handled the full brand identity, covering everything from digital and print to packaging.
Objective:
The goal was to build a bold, easy-to-spot brand that fits right into Gen Z culture. The look and tone had to feel fresh, fun, and full of energy—without losing clarity or trust. Everything needed to be sharp, light, and easy to connect with.
Challenges:
A key challenge was avoiding the typical “wellness” vibe or a look that felt too polished. The brand had to be fun but not childish, and different without falling into the usual startup design traps.
Design Process:
The visual direction was built around the idea of "organized chaos" with a touch of playful rebellion. Custom logos, bold colors, and punchy type choices gave the brand its edge. This look carried through everything—from onboarding screens to boxes and trucks—always staying consistent and full of energy.
Outcome:
The final identity combines a bold set of logos, sharp color combos, and a tone that’s direct and made for social. Whether it’s on a street ad, in an app, or on a box, the system holds together and stays visually strong.
Key Achievements:
This project gave the team space to see how bold the visuals could get without losing clarity or function.
