Arden’s Garden was founded in 1995 in Atlanta and has 13 current stores for smoothies and juices. The current mark is a bit outdated and detached from the brand itself. So in my design I hand-lettered the typography in order to give the brand an identity of a more organic image. And along with the type is a series of illustrations for packaging and promotional items.
The design utilizes a Mondrian inspired armature that varies between four different forms using dynamic lines and vivid colors. The varied colors, patterns, and armatures symbolize the off beat and always changing rhythm of jazz. The use of dots and diagonal lines gives expression to the dynamism within this genre of music. The vivid color and changing composition is a visual interpretation of the sounds of jazz.