Fruit & Flowers by AVITAS

AVITAS wanted its Oregon gummy line to convey an organic, small-batch feel through hand-drawn illustration, with Wyld and KIVA named as the main competitors. I began with the brand’s established turquoise, surrounding the Wild Strawberry label with illustrated fruit, leaves, and blossoms.

I explored how the botanical illustrations could work as a repeat pattern and wrap around the circular tin. Alongside those studies, I developed alternative label layouts to test the relationship between the AVITAS mark, flavor name, and product information.

The client then requested a move away from turquoise and suggested a hummingbird to express an Oregon connection. I developed a textured bird illustration and incorporated it into a richer blackberry-and-blossom composition, exploring another way to bring the regional story into the packaging.

The packaging needed a dedicated label area for variable testing data and Oregon-required information. I integrated a horizontal band into the composition, balancing those practical needs with the illustration and brand hierarchy. The comparison shows how the label changed the available space on the tin.

Following client feedback, I simplified the dense botanical treatment into larger fruit illustrations against open fields of color. Hood River Cherry Lime, Rogue Valley Pear, and Willamette Blackberry connect the flavors to Oregon places. A shared layout and distinct colors bring the three tins together while preserving each flavor’s identity.

The final design went into production in 2022. Across the revisions, I adapted the illustration, palette, and packaging layout to changing client requests while retaining the handmade character of the original brief. The resulting family combines a consistent flavor hierarchy with space for variable testing data and required labeling.