Fruit, flower & a little flight of imagination.
REAL FRUIT. ORIGINAL DRAWINGS.
We translated the handcrafted character of AVITAS’s Oregon gummies into a family of illustrated tins. Real fruit, botanical detail, and a close connection to place shaped the journey from the first sketch to the final package.
AVITAS wanted its Oregon gummy line to convey an organic, small-batch feel through hand-drawn illustration, with Wyld and KIVA named as the main competitors. We began with the brand’s established turquoise, surrounding the Wild Strawberry label with illustrated fruit, leaves, and blossoms.
Turquoise, Wild Strawberry, and a world of botanical detail.
We explored how the botanical illustrations could work as a repeat pattern and wrap around the circular tin. Alongside those studies, we developed alternative label layouts to test the relationship between the AVITAS mark, flavor name, and product information.
We drew each strawberry, leaf, and blossom by hand, building a library of textured botanical elements. We then combined the drawings into fuller compositions to express the real-fruit ingredients and handcrafted character of the gummies.
This developed strawberry concept was set aside when the client couldn’t confirm strawberry as a launch flavor.
The client suggested a hummingbird to express an Oregon connection while moving the overall packaging palette away from turquoise. We hand-drew several bird studies, keeping AVITAS’s turquoise in the lead illustration, and explored how it could sit among fruit, blossoms, and cannabis foliage.
A little Oregon.
A little AVITAS.
All in one hummingbird.
Alongside the hummingbird, we hand-drew berries, citrus, stone fruit, and cannabis foliage to explore a wider range of fruit-forward flavors. These individual studies became a flexible library of color, texture, and botanical forms for the packaging concepts.
The Midnight Blackberry exploration brings the hummingbird, fruit, blossoms, and cannabis foliage into one composition. We developed the artwork into a circular label concept, testing a deeper violet palette and a diamond-shaped center panel before addressing the labeling constraints.
The packaging needed a dedicated label area for variable testing data and Oregon-required information. We integrated a horizontal band into the composition, balancing those practical needs with the illustration and brand hierarchy. The comparison shows how the label changed the available space on the tin.
A clear information band became part of the composition.
Client feedback shaped a more fruit-forward direction with colors identifying each strain type. We paired full-color fruit with black-and-white cannabis to bring the flavor into focus. The hummingbird connects the design to Oregon’s landscape and ecosystem while carrying AVITAS’s signature turquoise.
Full-color fruit
Monochrome cannabis
AVITAS turquoise
Exploring the fruit-forward direction.
Exploring the fruit-forward direction.
Exploring the fruit-forward direction.
Following client feedback, we simplified the dense botanical treatment into larger fruit illustrations against open fields of color. Hood River Cherry Lime, Rogue Valley Pear, and Willamette Valley Blackberry connect the flavors to Oregon places. We presented light and dark color options across all three strains so the client and stakeholders could make their final selection. They chose the richer, darker palette shown below.
THE CLIENT’S FINAL PICK
The richer palette became the final direction.
Fruit & Flowers came to fruition in Q4 2023. Across the revisions, we adapted the illustration, palette, and packaging layout to client feedback while retaining the handmade character of the original brief. The finished tins bring the family together through vivid fruit illustrations, distinct strain colors, and space for variable testing data. The lifestyle photography shows the packaging out in the Oregon landscape that inspired it.
FRUIT & FLOWERS / IN THE WORLD
FRUIT & FLOWERS BY AVITAS
From the first botanical study to the final tin, we shaped a packaging family around real fruit, thoughtful iteration, and a handmade sense of place.
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