Freshly

An innovator in the prepared-foods market, Freshly brings healthful, ready-made meals directly to the doorsteps of busy individuals and families. In re-defining the Freshly brand, we looked to create a differentiated identity and packaging system, embracing a visual language that cues craft, consideration, and integrity, demonstrating that nutritional value and deliciousness don’t have to be amiss with prepared meals. A bespoke logotype with hand-drawn, homespun lettering expresses joy and whimsy, reminiscing on hand-painted window signage of neighborhood restaurants or the decorated labels of packaged, artisanal provisions. This charming expression is presented cleanly with a utilitarian type system and a modest yet sophisticated palette that includes a humble, utilitarian kraft paper to further suggest the wholesome potential of delivered meals. Following the rebranding effort, Freshly experienced outsized success and was acquired by Nestlé for 1.5 billion in 2020.