The image of Elbe fruit is one of freshness, the river Elbe, water and the colour blue. At Biofach in Nuremberg, Elbe-Obst is repositioning itself with its organic section. In order to visually set the organic section apart, the colour green will be the basis of the design in future, also for the Elbe Fruit logo. It bears the addition "organic".
Heinrich zum Felde, Frank Döscher and Jens Anderson at the Elbe Fruit stand at BioFach 2020 / Image: Freshplaza.de
In order to convey a sense of naturalness and sustainability, ripe apples are displayed on the tree against a bright background with sunny points of light. "A male picking hand gives the motif a personal and approachable touch," says Jens Anderson, Marketing Manager at Elbe-Obst. The motif was conceived at the facility of Heinrich zum Felde, the bundler of goods for the organic producers of Elbe-Obst. Anderson: "The human component is good for the new design, because dealing with people, the environment and health are core aspects of organic production."
Organic pome fruit in its appropriate packaging / Image: Freshplaza.de
Sympathy, warmth and security
Frank Döscher, managing director of the Elbe-Obst Vertriebsgesellschaft adds: "With the design we move within the area of impressions, feeling and general mood. We convey sympathy, warmth and security, things that organic goods are associated with."
Bio-Pears from the Altes Land / Image: Freshplaza.de
For more information:
Elbe-Obst Vertriebsgesellschaft mbH
GF: Frank Döscher
Bassenflether Chaussee 4B