Pedersens Udvalgte

Identity and packaging design for the vegetable line called "pedersens udvalgte". With the identity and packaging design the aim was to make vegetables looking more playful and up-to-date. the colour scheme should fit the colours of the vegetables and look nice and modern.

Identity design

Not only was the assignment to design the logo and packaging, but also to find the right name for the company. The name Pedersen is the family name, a very danish surname. “Udvalgte” means chosen, as these are carefully handpicked vegetables, a bit more special than the usual ones we find in the stores.

Logo design, packaging design, name generating

The product line has developed since the first packaging design to be more simple, but the design has stayed intact.