CASE SKINN website Upfresh compilation 3 | SKINN BRANDING AGENCY
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Skinn Branding Agency

From nostalgic family holding to innovative fresh food experts.

Challenge

What should we serve? A clear brand story and brand architecture for UpFresh.

The Belgian distributor of fresh food – formerly Fermette Food Group – was suffering from a confusing organisational structure and an outdated storyline. The range of brands, private labels, and services lacked clarity. The future was not present in the storyline. The result? A brand not speaking to existing or potential customers, that wasn’t relevant enough in a changing market.
SKINN UPFRESH 3000x1800 Crate Delivery | SKINN BRANDING AGENCY
brand strategy

The solution was a radical repositioning. Fermette Food Group is now a thing of the past. UpFresh, on the other hand, is fully committed to the future, together with the customer.

Why did we opt for such a radical shift? Because we discovered two opportunities during the strategic preliminary process. One, practically every competitor played up their heritage. So, there was clearly room in the market for a modern brand. Two, shop managers needed a partner, but they only saw Fermette Food Group as a distributor. We got rid of this association thanks to the new positioning and brand architecture.
Up Fresh Markarchitectuur 01 | SKINN BRANDING AGENCY

UpFresh is more than just a supplier; it’s a brand that helps customers grow using a more sustainable and wider range of products, new taste initiatives, and fresh advice. All driven by taste.

Skinn Case UPFRESH Web iphones | SKINN BRANDING AGENCY
Upfresh mockup 3500x2100 | SKINN BRANDING AGENCY
Naming

Of course, a new positioning needs a new name. One that tastes like progressive modernity.

UpFresh is a combination of ‘upward’ and ‘fresh’. It emphasises the positive and constructive attitude of the fresh food expert. UpFresh thinks ahead, in terms of fresh food, smooth orders, and even smoother deliveries, smart distribution, the right support for the right people, etc. Head up, shoulders straight, and do what you do best.
UPFRESH 3000x1800 Truck 01 | SKINN BRANDING AGENCY
Upfresh Close Stickers | SKINN BRANDING AGENCY
brand identity

The UpFresh identity is progressive, dynamic, and distinctly positive, which is emphasised by the bright magenta. The cheerful stickers, a nod to price stickers and numbers at the butcher’s, give the brand that extra special touch.

Upfresh Stickers composition | SKINN BRANDING AGENCY
Verbal identity

UpFresh’s progressive personality also determines the language and tone. The brand sounds clear and powerful, while being both activating and relaxing. The words ‘up’ and ‘fresh’ dominate the taglines and titles. English and Dutch alternate in a smooth, simple tone that is confident, contemporary, and inviting. Spoken language is preferred over written language.

VERBAL
UPFRESH 1800x2160 Crate Detail | SKINN BRANDING AGENCY
Up Fresh Case Fresh Food bg | SKINN BRANDING AGENCY
CASE SKINN website Upfresh billboard station | SKINN BRANDING AGENCY
UPFRESH 3000x1800 Instagram | SKINN BRANDING AGENCY
online

The online identity is focused on showing how UpFresh makes a difference to its customers and suppliers.

The core? The diverse range of fresh foods. Showcased by premium close-up photography in a dark, minimal setting. In the hands of a professional or straight from the field. Honest and flavourful.
Skinn Case UPFRESH Social 03 | SKINN BRANDING AGENCY
The website focuses on service, advice, and benefits, both in text and images. You see employees and customers in action, in a natural and sincere manner, In this way, UpFresh not only gets a face, but the authenticity practically jumps off the screen.
Up Fresh Web Desktop 02 | SKINN BRANDING AGENCY
UPFRESH 3000x1800 Flags | SKINN BRANDING AGENCY
Up Fresh Case SVG Talk Fresh 02 | SKINN BRANDING AGENCY
UPFRESH 1800x2160 Flag | SKINN BRANDING AGENCY
UPFRESH 1800x2160 Driver | SKINN BRANDING AGENCY
UPFRESH 3000x1800 Jassen | SKINN BRANDING AGENCY
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Blackboxx
Krakeleweg 39
8000 Bruges

BE 0882.998.324

+32 (0)3 201 51 50
The Market Antwerp
Scheldestraat 11
2000 Antwerp


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A’DAM TOWER
Overhoeksplein 1
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