Fresh

Client Piramida 72, Serbia

Brand Fresh

Industry Personal Hygiene & Care

Our Role

Analysis & Strategy: Strategy Consulting, Brand Audit, Product Portfolio Audit & Consulting, Brand Repositioning Strategy, New Brand Architecture
Identity & Design: Sub-brands Naming, Product Lines Naming, Visual Identity, Logo System, Logo Redesign, Packaging Redesign, Packaging Design
Implementation: Brand Guidelines, Prepresss

@freshsrbija

Project Context

Launched in 2004, the Fresh brand faced a typical crisis of growth and loss of focus after two decades. The uncontrolled expansion of the portfolio into categories outside the personal hygiene and care segment compromised the brand’s core logic, while the parallel use of various logo versions confused the market and weakened brand recognition.

Fresh was perceived exclusively as a basic, economical choice, which became a barrier to entering the more profitable Middle Market segment. Our task was to introduce discipline into the product range and breathe new purpose into the brand, one that would emotionally connect it with modern consumers across all generations.

Solution

We began the transformation through a thorough Brand Audit, followed by the establishment of a new brand architecture. Strategic optimization involved eliminating all products outside the personal hygiene and care segment that were diluting the identity. This cleared the way for consistent brand communication.

At the heart of the identity, we placed the essence “Always by your side,” transforming Fresh from a basic hygiene product into an active caregiver (Caregiver archetype). We replaced a detached, commercial tone with closeness and empathy. A significant shift was also made by redefining the existing slogan from “The gentle side of Your day” (formal) to “The gentle side of your day” (informal). By switching to a direct form of address, we achieved the intimacy necessary for the brand to build a personal relationship with the consumer.

The primary logo was redesigned toward a refined, premium aesthetic. The typography became subtle yet impactful, while the new color code was reduced to two contrasting colors, completely stripped of redundant shadows and gradients. Building on the new brand architecture, we developed a precise system of logo variations for all subcategories: Baby, Kids, Man, Sun and Naturea.

The process was finalized with the design and redesign of the packaging, giving each subcategory an authentic visual character while providing the entire portfolio with absolute integrity.

Results

The brand repositioning brought the essential synergy to the entire assortment. Fresh ceased to be just a “product on the shelf” and became a brand with character and emotional value. Through this transformation, Fresh has been successfully redefined as a relevant player in the middle market segment, prepared for a new phase of market expansion.

NEW BRAND ARCHITECTURE
MASTER BRAND LOGO & SUB-BRAND LOGOS