Healthy plant-based meals, delivered
Fresh Greens
Eat fresh, live fresh
Formerly known as VeganFoodClub, Fresh Greens supply plant-based meals to the people of Spain. They are on a mission to make plant-based the new norm, by making it not just convenient but packed with flavour and excitement.
A characterful, vibrant and refreshingly disruptive visual identity is the heart of this design. It’s designed to make people feel good and inspire change.
SERVICES (DESIGNED AT ONWARDS)
Branding
Art direction
Packaging
Digital design
The big idea ‘Eat Fresh, Feel Fresh’ came from an overall approach of doing things differently. Their existing brand was already loved for its healthy meals that arrived fresh from their kitchens to fridges in a matter of days. But it takes fresh thinking to inspire people to change their habits.
Everything from the bold typography and vibrant colour palette to characterful illustrations and indulgent imagery brings the ‘fresh’ idea to life. It all comes together to create a friendly brand that inspires healthy and plant-based food choices.
The new logo takes inspiration from traditional food and veg stickers. It sets the foundations for a characterful and impactful brand with its bold weight and smooth curves. The squishy and soft letterforms speak to the flavoursome dishes and overall friendly brand tone of voice.
An important aspect of the the identity created for Fresh Greens was having brand assets that could be created and evolved in-house. The sticker language gives Fresh Greens a very flexible way of showing their personality across different touchpoints.
Broc the mascot brings brand messages and stories to life. The joyful and friendly expressions help to portray the feel good factor of the brand. These illustrations also add depth and balance to the identity system, especially the website. Stickers everywhere can get a bit loud, whereas illustrations can say more with less.
From initial brand workshops to delivering the final identity system, this project was a joy to bring to life. The Fresh Greens brand can flex its tone, dialling up the impact when speaking about the planet or bringing playful character when showcasing the dishes.
The new Fresh Greens brand is now live and making its mark across social platforms and a refreshed website.
CREDITS
Creative Director: Joe Ryrie (Onwards)
Designers: Joe Smith (Onwards), Dom Edwards (me) & Brian Walker (Freelancer)
Photography: Fresh Greens