FreshDirect was preparing to launch its online grocery service in New York City. It was a business idea often talked about, but no one had yet succeeded at. Part of the development effort included designing a brand identity that would befit the first successful online grocer.
What’s an Online Grocer’s Brand Look Like
When we were brought on, they had already secured the name FreshDirect. It was clear the company had big plans. They were getting ready to launch and there was pressure to come up with a logo they would be excited about. The name FreshDirect obviously drove our thinking. We liked that it had clear meaning and also some attitude. The idea was that FreshDirect was an innovator in a new category that promised faster, fresher, competitively priced food, and to give the sense that this was a company you could trust to know food and be your purveyor of choice.
All You Need is One
We set about exploring ideas, searching for the right visual executions. We completed a thorough logo exploration to ultimately came up with the one killer idea. The first incarnation of the eventual winner came to life when we had mocked up the letter F in a style similar to the future type style of the mark, with two leaves coming out from its sides. What we saw was this flying or growing idea, things that were at the core of who they were.
It was from there that we built out a full version of the full logo, developed the color palette of green and orange. They were very excited about it. There was something classic about it. It had warmth, boldness, and was appropriate for food.
When you see it in various contexts it is hardworking and strong. When the business launched and took off it was exciting to see it come to life online and through the streets of New York City.