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On brixart direction, brand design, editorial design
Client: On brix

2022.6~2022.10
On brix is an e-commerce platform specializing in fruits that puts the most important principle of ‘selecting fruits based on objective indicators expressed in numbers and presenting premium fruits to customers at reasonable prices.’
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On top of the existing values of selecting raw materials with objective criteria, we tried to create a new look of On brix by adding two keywords, ‘taste’ and ‘liveliness’, which the brand put forward as differentiating points. At first glance, we wanted to express the different orientations in a well-integrated look in the logotype.


    To express a slightly ambitious aspiration to set a new standard in the premium fruit market, we use straight lines to express 'brix', a unit of measurement for sugar content, and to contrast it, an italic font with a prominent curve, resembling the appearance of a natural fruit is placed on 'On'. Coincidentally, the ‘O’ also reminded me of the round shape of a fruit. In addition to that, when thinking about the tools used to measure fruit weight or size, the logotype was completed by adding an underline under the 'brix' using the scale drawn on various measuring tools as a graphic motif.


    Art direction, Brand design: Han kyunghee
    Application design: Kim Ahyeon, Park Inhye, O Saenal, Han kyunghee
    Editor: Kim Sunghwa
    Photographer: Ahn Yeseul

    image copyrights by On brix
      Hand in Hand is a design studio founded and operated by graphic designer Kyunghee Han. We specialize in building visual systems, from brand planning to visualization, and providing solutions for sustainable brand management.