World of Fruit
Visual Identity Design
Building a brand world around the unexpected magic of fruit.
World of Fruit is an immersive art installation and museum with a simple but ambitious premise: to transform the way people experience something as ordinary as fruit. The challenge was creating a brand from scratch that could make that premise feel genuinely extraordinary rather than gimmicky.
I led design direction on the full identity system, aiming for something otherworldly, bold, and playful. The logo centers on the "O" as a quiet conceptual anchor — a reference to the Earth that sustains and grows everything the museum celebrates. Used as a framing device, it becomes a flexible container for imagery, copy, and illustration throughout the system.
Vibrant colors, dynamic spatial compositions, and playful graphic elements rounded out a brand that felt as immersive on screen as it did in the physical space, turning the familiar into something worth stopping for.
Client: World of Fruit
Role: Creative Direction, Art Direction
3D Artist: Mier Lee