California Avocados

2021 MERCH

California Avocados’ 2021 merch collection pays tribute to the establishment’s rich history and long-time claim of being California’s original state fruit. The warm, organic, and premium quality of California Avocados influenced the type, illustrations, textures, and lockups that constructed the design system.

The color palette creates a serene and peaceful tone that displays the hues found in an avocado grove and represents abundance, stability, and growth as well as establishes a sense of history and permanence. The main typeface is a rough, hardworking font with imperfect lines and apertures that reflect the handiwork of farmers and details in nature like sunlight shining through leaves. To create a hero illustration that is totally unique to California Avocados, I combined the two icons of our namesake: California (the palm tree) and avocados. The icon carries through the qualities from the typeface and color palette of handcrafted, charming, and natural and the linework creates a textured look that embodies the natural roughness of avocados. The design system has a focus on texture and recreating a classic vintage quality to establish heritage that reinforces the main inspiration for the collection of being the original golden state fruit.