CLIENT
World of Fruit

ROLE
Designer Director

CONTEXT
World of Fruit (WOF), an immersive art installation and museum, approached me with a vision to transform the way people experience fruit. Tasked with developing a brand system from scratch, we set out to create something unexpected—something that would challenge conventional perceptions of fruit and invite people into an entirely new world.

The goal was to craft a brand that felt otherworldly, bold, and playful, blending art and nature in a way that was both striking and inviting. We played with vibrant colors, dynamic spaces, and playful design elements to make the experience feel fresh, immersive, and unforgettable—turning the everyday into something extraordinary.






LOGO
The logo focuses heavily on the ‘O’ which is a subtle way to represent the Earth. Earth is what sustains and creates the fruit that the experience centers around. The ‘O’ can be used as a framing device which extends across images, illustrations, copy, merch, signage, advertisements, digital media, and products.
The exaggerated "O" forms the foundation of World of Fruit’s visual  identity and gives the brand a modern take that’s all its own.



APPLICATION




World of Fruit was an exercise of all of my faculties. It taught me how to build a world people want to inhabit.




OHH APPLICATION
Expressing your ideas is one thing, but if you can build a world where people will want to spend time in it, that is a powerful ability. World building is now a key part of my design philosophy.