Freshpak

Brief

Freshpak asked Clearsilver to develop a fresh, clean brand identity for the brand and the company.

The requirement was for an identity that clearly informs audiences that this is a successful, modern food company operating in key fresh food sectors.

To support the new identity, Freshpak required the design and build of a brand-new B2B website to showcase its product range for retail and food service customers. Freshpak wanted the new site to highlight the scope and flexibility of its manufacturing capabilities, and how its in-house team can create innovative products to meet customers’ specific needs.

Freshpak also needed new imagery to promote its range of sandwich fillers, dips and other products and packaging for the pre-packed sandwich and food service industries. The company commissioned Clearsilver to create a complete set of new photography with a fresh, contemporary style and feel.

Strategy

We created a clean, eye-catching brand identity for Freshpak based on shades of green and grey. Combined with a modern sans serif typography, our new brand identity positions Freshpak as innovative and forward thinking, reflecting the high-tech, fast-moving grocery and food service industries it supplies. We also created four simple icons to denote Freshpak’s main product groups: Eggs, Tuna, Chicken and Cheese.

We designed a completely new website, based on the new identity we’d created for Freshpak. To complement the fresh, clean design and colour palette, we produced new copy to provide concise, relevant information and give the site a more approachable, less corporate tone.

Having created the appropriate look-and-feel for the new imagery, we went into the studio with a specialist food photographer and a professional food stylist. We personally directed the shoot, producing a set of beautiful, consistent images for use across all Freshpak collateral, including the new website we were designing and building.

Results

Our new identity and iconography have been applied across all media, including the new website we designed and built. Buildings and signage at Freshpak's manufacturing plant and Head Office in Barnsley are due to follow soon. We've also used elements from the logo design to help differentiate and highlight key ingredients and products.

Our new website for Freshpak is designed to be simple to use, as well as easy on the eye. The navigation is based on intuitive menus and navigation: the main-page copy is clear and concise, with plenty of technical information also available for those that need it. We've made full use of our new photography, brand identity and specially-created icons throughout the site.

We created, art-directed and delivered a suite of carefully-lit, beautifully-crafted images of Freshpak’s filled sandwiches and dips for its new website and other collateral. Working with a specialist food photographer and an experienced stylist, we captured the freshness and appetising colours and textures of Freshpak’s products so effectively you want to reach in and take a bite!

Services:

Design, Branding & Brand Identity

Digital

Site:

http://www.fresh-pak.co.uk/