Melon Patch
A name, logo and visual identity for a new, hydrating watermelon beverage
We worked closely with Mickey Roy and Joe DeCarle, Jr. to create a name, logo and identity for their new watermelon beverage. Simpatico aimed to create a brand that would be fun and vibrant as watermelons are, but also one that alluded back to the farmer and the artisanal process of growing, nurturing, and harvesting fruits.
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The Challenge
In mid-2017, we were approached by Joe DeCarle and Mickey Roy who had the idea to produce watermelon juice using fruits that are perfectly healthy and tasty, but cannot be sold due to cosmetic blemishes or weight variations. They wanted to create a product that empowers the farmer to press and sell his own juices, made from the most basic ingredients, and brought to the consumer with the least amount of adulteration.
The Solution
We wanted to create a brand that would be fun and vibrant as watermelons are, but also one that alluded back to the farmer and the artisanal process of growing, nurturing, and harvesting fruits. Since watermelons grow on a patch, we came up with names that expressed this, while keeping the role of the humble farmer active. Visually, the name Melon Patch evolved into a vibrant and illustrated style that embodies, fun, rehydration, and simplicity of fruit.