Pretty Fresh
A brand that makes imperfect produce something people want, for a non-profit fighting food waste.
- Client Pretty Fresh
- Deliverables Logo and visual identity, website and online store, posters, billboards, pop-up banners, brochures, copywriting, social media, photography
The Challenge
Pretty Fresh wanted households at every income level to buy quality “imperfect” produce, and to cut the $15 billion in annual waste at the retail level of grocers and farmers markets. It needed a brand that made that idea appealing.
The Approach
- Draw the identity. A clean logo of line-drawn fruits and vegetables, paired with playful catchphrases about self-empowerment, well-being and health.
- Launch the campaign. Posters, billboards, pop-up banners and brochures, with copy written for community outreach and on-site marketing.
- Open the store. A website that works as an information hub and an online store for the Pretty Fresh Box, built for everyone from busy parents to eco-conscious shoppers.
- Build partnerships. We advised on positioning and partnerships, such as Pretty Fresh’s work with Stiles Farmers Market.
The Work
Identity
The logo and catchphrases turn imperfection into the brand’s personality.
Print and Social
Brochures, booklets and social posts explain the mission and the Pretty Fresh Box in a friendly, upbeat voice.
Photography
Produce photography shows the food the way customers will receive it: fresh and full of color.
Building a mission-driven brand?
Date:
January 9, 2024
