Type
Graphic DesignBrand IdentityIllustration
Role
I wanted to experiment with designing something a little more funky and eclectic which was how I ended up working on the project that became Rayo de Luz. As someone who grew up picking fruits every summer at the farms further inland in Northern California, I had a lot of fun working on this.
An ode to the peaches that come through in summer stone fruit season, a love letter to the apples that come in every fall like clockwork, Rayo de Luz is the fruit of these memorable experiences shared with friends and family and a study on branding for fruit picking and dining experiences.
Rayo de Luz, or ray of light, emphasizes the importance of the sun in our everyday lives. Whether it be the fruit growing on the trees or the food we eat or even the memories that we make on fleeting summer nights, a ray of light is always a welcome sight.
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Iconography was a central component of this project; The abstract R logo was the culmination of hours of playing with different shapes and letters resulting in Rayo de Luz’s iconic symbol, with the two raindrops representing the water needed for bountiful harvest and the circle representing the sun that helps food grow on our land.
When I was choosing a palette to work off of for this project, I wanted to choose an array of colors that would convey the warm and comforting energy I was going for which is why the final palette is filled with warm tones with colors that pop to contrast.
I love working with funky and fun serif fonts, which was why Galeno was on my mind from the time I decided to work on this project. As a slab serif font, I think it conveys an air of regality while giving off very comforting and homey energy which was why I used it along with OT Miniature as the typography for Rayo de Luz’s branding.
