Naranja Valenciana

The task was to create a brand to promote, commercialise, and sell the finest Valencian oranges and tangerines. It needed to be contemporary, young, fresh, and powerful.

Three key applications were identified due to their relevance at the point of purchase: the sticker placed directly on the fruit, the mesh, and the boxes.

A logo with strong visual impact and immediacy was required—recognisable, versatile, and easy to apply—capable, on its own, of clearly conveying that these oranges and tangerines come from Valencia.

The solution was the creation of a symbol: an orange circle—an iconic representation of the fruit itself—containing the word VALENCIANA. This symbol works equally well for both oranges and tangerines.

It is accompanied by a wordmark with ascenders and descenders, set in a typeface that does not compete with the symbol, ensuring clarity and legibility even on decontextualised applications where the fruit is not present.