Legit Organics Targets Cultured Millenials in a Youthful Way

By: Meghan Young - Oct 10, 2014
References: legitorganics & packagingoftheworld
Legit Organics is a brand of confections that strikes a unique balance between luxury and youth. Targeting millenials in a youthful way through playful syntax, Legit Organics nevertheless adopts an overall style that is mature and sophisticated. With bold fonts, rich colors and an overall darker aesthetic, the branding manages to appeal to different groups in different ways.

Designed by Pearlfisher New York, Legit Organics' branding shows that a company can reach a niche market, in this case sophisticated millenials, in a way that will also intrigue other demographics. Inspired by R&B, the branding is "rich, sensual, bold and charismatic," describes Hamish Campbell, Creative Director. He goes on to say, "The standard in organic confectionary has always been about compromise: worthy not tasty; timid not tempting; cluttered not cool. Our design for Legit Organics negates this compromise by creating a new visual language for organic that is simultaneously enjoyable, accessible and authentic."