Fresh Start

Challenge: Fresh Start Natural Foods had just finished upgrading their branding from the original friendly but casual original to a new stark modern evolution. It wasn’t working and not selling as well and didn’t really represent the wholesome, natural foods they were selling. They came to me and asked if I could work within the tight guidelines to solve this major problem.

Solution: I reworked the existing logo and reworked packaging to take some of the friendly characteristics of the original and created a new, more organic version that better represents the product line. I created colorways for each category of product to make shopping and selection logical and easy.

Results: Fresh Starts Natural Foods sales have surpassed expectations. Focus group responses have been very positive with “trustworthy” and “wholesome” being common words that participants have used to describe the new look of branding and packaging.