Cruising under the radar for some time now, UK-based dairy supplier Freshways was in need of a revamp that could showcase its unique identity in the milk manufacturing industry. Recently unveiling a playful new look, the refreshing rebrand is packed with personality, bringing the brand into a stylish new era with speed and innovation at its core.
The Best Rebrands Bring a Brand to Life
The best rebrands bring a brand to life by showcasing its unique appeal, and Freshways’ charming new identity is no different. With a new logo, vibrant color palette, and revamped packaging, Freshways demonstrates how breaking away from conventional design can shake things up for the better.
The Design Challenge
When branding agency White Bear set about reinvigorating the brand, the immediate challenge was finding a way "to bridge the gap between Freshways’ popularity and its brand awareness" while transcending its humble dairy origins. "The design deliberately avoided the traditional imagery of cows in fields, instead using illustration, pastel colors, and a playful tone of voice to create something fresh and unique," Kelly Mackenzie, creative director at White Bear, tells Creative Bloq. "Where competitors often take a more serious approach, this rebrand embraced challenger thinking to stand out," Kelly adds.
A New Logo and Brand Identity
At the center of the rebrand is the new logo featuring a dynamic reimagining of the brand’s sans-serif typeface. "The new logo was designed to feel dynamic and modern, moving towards the top-right corner in the style of a superhero emblem. This contrasts with the previous static, uppercase logo, bringing energy and relevance to the brand identity," Kelly explains.
A New Marque and Visual Language
A new marque was also introduced: a small ‘f’ within a roundel used across packaging and uniforms to create standout visuals. This detail, inspired by the Superman logo, reinforces the superhero theme while adding a cohesive element to the brand’s visual language.
Illustrations and the Concept "Think Fresh, Act Fresh, Sell Fresh."
Bringing a playful characterisation to Freshways’ unique branding is a series of charming illustrations. "The superhero characters were developed to give Freshways a distinctive identity and a strong personality that extends beyond just being a dairy brand. The concept leverages Freshways’ core strengths: speed and reliability, reimagining these features as those of a superhero team," Kelly explains.
Conclusion
The fresh brand identity will be rolled out across all key touchpoints while revamps to the website and Freshways app make it easier for wholesalers, retailers, independents, and cafe chains to place orders quickly and efficiently. Reflecting on the most rewarding part of the design process, Kelly tells Creative Bloq "The collaborative process with Freshways really enabled us to push creative boundaries and deliver a disruptive brand identity that remains true to the company’s core values. The new identity not only reinforces Freshways’ commitment to growth but also provides a fresh approach within the category."
FAQs
Q: What was the main challenge in rebranding Freshways?
A: The main challenge was finding a way to bridge the gap between Freshways’ popularity and its brand awareness while transcending its humble dairy origins.
Q: What is the inspiration behind the new logo and brand identity?
A: The new logo is inspired by the concept "Think Fresh, Act Fresh, Sell Fresh." and the design deliberately avoided traditional imagery of cows in fields, instead using illustration, pastel colors, and a playful tone of voice to create something fresh and unique.
Q: What is the significance of the new marque and visual language?
A: The new marque is a small ‘f’ within a roundel used across packaging and uniforms to create standout visuals. This detail, inspired by the Superman logo, reinforces the superhero theme while adding a cohesive element to the brand’s visual language.
Q: What is the goal of the rebrand?
A: The goal of the rebrand is to showcase Freshways’ unique identity in the milk manufacturing industry, bringing the brand into a stylish new era with speed and innovation at its core.
