Strella – Studio HMVD

Reducing food waste fruit by fruit.

Never been fresher

Brand strategy, visual identity, website design, ui design, collateral design

Ever bite into a mushy apple, or cut into an avocado only to be disappointed? Strella tackles the problems that arise with storing, shipping and selling produce, so that a better fruit makes its way down the line, and into your mouth.

We created a brand identity that made Strella synonymous with freshness, while appealing to produce industry execs, VCs and everyday fruit consumers.

The detailed backstory

The supply chain is bigger than farm to table, and every part of the supply chain has areas where waste occurs. Strella acts as produce’s guardian angel through a simple solution: listen to the fruit. They've developed sensor technology that monitors ripeness beyond what human eyes are capable of, and created apps to help packers at fruit cold storage facilities have a handle on their inventory.

Since 40% of all food in America is wasted, cutting down on even just a fraction of that can have significant returns— for the earth, and for retailer and produce packers' bottom lines. Strella presents a win-win-win opportunity for bringing tech to sustainability and agriculture.

Our brand identity needed to show Strella’s credible, scientific approach, but not get lost in the jargon. Additionally, the wide audience that Strella has to reach posed a unique challenge. We dug in with our strategic point of view, and made a brand identity that stands out in the category, and in the world at large.

STRATEGIC
INSIGHTS

Through our tried and true brand identity process, we arrived at a key insight:

Since the supply chain and Strella’s technology is complicated, let’s make things simple. From flat fruit-slice shapes, to a sans-serif typography palette, we opted for fresh and airy over techy and dark.

BRAND
CONSIDERATIONS

The visual identity can flex from minimal to maximal, depending on the audience.

total transformation

Strella is derived from the Russian word, Strelka, which means arrow and often alludes to future thinking, or reaching for the stars. We wanted to lean in to this innovation-driven feeling within the updated identity.

LOGO
Our Strella star icon is made of 4 distinct "apple slices" which can break apart to create patterns and animations.

WORDMARK
The staggered Ls in our wordmark reference bar graphs and other data visualization used throughout Strella's day-to-day practices.

custom
website

We designed a story-driven website for Strella's ongoing marketing needs.

VIEW THE LIVE SITEVIEW THE LIVE SITEVIEW THE LIVE SITEVIEW THE LIVE SITEVIEW THE LIVE SITEVIEW THE LIVE SITEVIEW THE LIVE SITEVIEW THE LIVE SITEVIEW THE LIVE SITEVIEW THE LIVE SITE

back to all workback to all workback to all workback to all workback to all workback to all workback to all workback to all workback to all workback to all work