Gut Box

Gut Box is a food subscription box company that sends out fermented and pickled products along with related tools. This company is marketed towards foodie, health-conscious individuals. They are focused on promoting digestive health through probiotics, fermentation, and natural ingredients. Before designing, I looked at strengths, weaknesses, opportunities, and threats for this company. I also researched the audience and competitors. I came up with an icon using a jar to represent pickling and a stomach shape inside to convey digestive health. The playfulness of this logo captures the fun in new organic products you can find on store shelves. I was inspired by more recent designs for organic and fermented products. The rounded letterforms were chosen to complement the rounded edges of the jar. I chose a bright orange to stand out among competitors that are oversaturated with green. The orange also represents colourful raw vegetables that can be fermented.