Website Design, Graphic Design
CDS Distributing, Inc.
San Francisco, CA + Tieton, WA
This website design and branding project updated the existing brand of CDS Distributing, Inc., a lovely family-owned fruit distributor in its fourth decade based in San Francisco. We were delighted to work with their apples, pears, cherries, plums, and nectarines as the inspiration for our graphic design work, and including their images of fields being planted in spring.
Our logo design work refined the typography, art, silhouette, and color palette while still honoring the essence of the legacy CDS brand. In our new scheme pairing navy and royal blue, we added a modern banner to include the year of founding (1977!), and curved the flagship city above the artwork to tie in the company’s history. The shape of the layout is a subtle reference to distributor stamps on vintage shipping crates. The new logo appears on business cards, stationery, and envelopes all printed on thick bright white stippled paper.
We created hand-drawn fruits to use as a background for the logo, as well as a graphic embellishment for our website design. The new website mirrors our logo’s color palette with the crisp feel of blues and white, in contrast to the reds, oranges, and greens of CDS’s photography of their growers’ orchards. A parallax format offers the most important information and striking imagery directly on the homepage; information about the people, products, and varietals’ seasons are organized into clean, simple layouts—fully responsive for mobile phones and tablets. We programmed our custom design on the WordPress CMS developer platform, and trained CDS staff to perform updates quickly and efficiently in-house. It was beautiful to be able to visit the apple and cherry orchards firsthand!