In 1999, Tariq Farid launched the first Edible Arrangements® store in Connecticut, which quickly caught on and became a cultural phenomenon. Today’s Edible® is more than just stunning arrangements; its a new generation of gifts and treats, from mouth-watering brownies and cupcakes to show-stopping dessert boards and fresh flowers.

GOAL Update the brand identity to re-introduce Edible as the modernized go-to gifting company by creating a relevant, simplified & distinctive design language while respecting the brand’s heritage. Sustain the new identity system through quarterly brand campaigns that propel the brand to grow new audiences.