The primary objective was to elevate the visual identity of the brand and create a unique visual language that can be carried out across the marketing platform, setting Fresh In Your Fridge apart and creating a recognizable brand experience.
We needed to create a brand that looks established and slick, in order to meet business growth objectives. We needed to visually communicate that Fresh In Your Fridge is no longer just a solopreneur – they are an established, premium brand.
When it comes to meal convenience, there are a few widely accepted services that have become increasingly popular for the middle-class: grocery delivery, meal delivery (Skip the Dishes, Just Eat, etc), and meal kit delivery (Hello Fresh, Fresh Prep, etc).
These options are convenient, but they don’t work for everyone. The average meal service doesn’t cater properly to food sensitivities, allergies, or to people who follow a speciality diet. With most meal kits, you also still have to cook the meals yourself at the end of the day, which a lot of people don’t have the time or energy for.
Fresh In Your Fridge is not like the other meal services. They pick up where grocery and meal kit delivery leave off. They cook the meals for you and everything is prepared fresh in your kitchen by a certified holistic nutritionist. For this reason, Fresh In Your Fridge needed a brand that stands out from the competition, whose brands look very organic, wholesome, and use lots of green.
We aimed to create a robust visual identity that was clean, modern, bright, colourful, fresh, and rich. These elements are communicated through the brand’s colour palette, typography, illustrations, and photography style.
The logo utilizes clean lines, and a square shape in the primary logo which is an advantage for various applications. The green leaf in the logo is a subtle nod to the previous brand identity – to take a piece of where the brand started forward to where the brand is growing.