Apple and Pear Australia

Branding for APAL, the national industry body which seeks to create a better future for Australian Apple and Pear Growers through industry leadership, and commercial advancement. 

The branding revolved around the creation of a bespoke typeface named Orchard. The typeface needed to find a delicate balance between feeling at home in an instruction manual in a fruit grower’s orchard, and being used in a presentation to a Foreign Trade Minister. The addition of descenders to a number of uppercase characters creates a unique sophistication to an otherwise utilitarian typeface to fulfil APAL’s requirements.