ASK LAB developed the brand identity for Don Felipe, an orange farm based in Montesa, Valencia, supplying citrus fruit across Europe. Inspired by the landscape of Mediterranean orchards, the identity combines vibrant colors drawn from orange trees with expressive calligraphic lettering, creating a visual language that feels both authentic and contemporary.

Rather than relying on the familiar clichés of agricultural branding, we focused on capturing the character of the farm through a confident and memorable identity system. The energetic color palette reflects the freshness of the harvest, while the handcrafted logotype introduces a sense of personality and craftsmanship rooted in the traditions of the region. The result is a distinctive brand that stands out across packaging, print, and digital applications, demonstrating how thoughtful branding can communicate the quality, origin, and identity of a product long before it reaches the customer.