Like its name, Simply Stock is a homemade chicken or beef stock. The idea is to give a natural look and feel for the logo. This is to emphasize that the product is homemade, no added MSG and safe to consume for kids.
To give a natural give and look, Simply Stock use natural colors like green and orange (to represent the broth color, some warm color).
For the font, the client wants something that is hand writing, but has a hint of formal type.
The oval shape and dots around the logo give it a more country feel.