2023
Abels foodservice /
BRANDING CONCEPT
Quality without compromising
For more than 60 years, Abels has served as the go-to source for premium fresh fruit and vegetables. Their idea is straightforward: to provide the best items available without sacrificing quality. Whether to a distributor, retailer, hotel, or restaurant, Abels is always accessible to deliver high-quality and fresh goods. To create sustainable solutions, the brand utilizes its resources and follows the rules from the fields of ecological, economic, and social affairs. Moreover, operations and procedures are continually reviewed and optimized to promote change within the field of food distribution.
This innovative and forward-thinking approach is implemented in the new design. The overall minimalistic visual language of this re-branding draws attention to the core of Abels: fresh fruit and vegetables. Clear cuts and geometric shapes are balanced with soft colors with different vibrancies to convey the brand’s transparent message: fast, good, and reliable. The simplistic typeface supports this philosophy and opts for a modern and straightforward impression which leaves room for change and progress.
To mirror these traits, a logo which also nods to the core of Abels is presented. The silhouette of a half-cut apple and the brand’s letter create a minimalistic base with recognition value that can be applied to various contexts.
