Freshways, a major supplier of dairy products in the UK, has introduced a fresh logo and updated visual identity, reflecting its growth and commitment to staying modern and relevant. The redesign emphasizes the brand’s dedication to delivering quality and freshness while connecting with today’s audience through a more contemporary design approach.
With its bold sans-serif typeface set within a rectangular frame, the previous logo relied on a solid blue color to convey reliability and trust. While effective, the design felt static and lacked the vibrancy needed to stand out in a competitive and dynamic market.
The new logo’s rectangular frame has been removed, allowing the text to have a curved layout that suggests energy and forward movement. This change gives the logo a fresh and engaging feel, better aligning with the company’s brand values. The updated typeface, still bold, now features sleeker proportions and softer edges, enhancing readability and giving the logo a confident yet friendly appearance. The creative arrangement of the letters adds a sense of balance and precision.
The brand’s blue color palette remains central to its identity, but it now features a lighter, more vibrant shade that evokes freshness and cleanliness—qualities closely associated with dairy products. Soft gradients enhance this fresh and lively look, bringing a modern touch to the overall design.
A standout feature of the new branding is the introduction of an “F” monogram. Its simple, oval design conveys adaptability and inclusiveness, making it a versatile symbol for use across packaging, digital platforms, and other branding materials. This monogram serves as a strong, standalone element that reinforces brand recognition.
Adding a playful twist to the rebranding, the company has included whimsical illustrations of dairy products, such as milk cartons and cheese blocks dressed as superheroes with capes and masks. These fun graphics bring personality to the brand, setting it apart in the business-to-business (B2B) sector. Used sparingly, these illustrations balance professionalism and approachability, ensuring the brand appeals to its business partners and consumers.
The updated visual identity highlights a dedication to staying relevant in a competitive marketplace while focusing on quality and reliability. The new design positions the company as a modern and approachable leader in the dairy industry, appealing to a wide range of clients, from small cafes to large food service businesses.
By embracing this refreshed identity, the supplier showcases its ability to adapt and thrive in an evolving market, reaffirming its role as a trusted partner for businesses looking for high-quality dairy products. This rebranding signals an exciting new chapter, reinforcing its mission to deliver freshness, quality, and innovation at every level.
