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of fresh food – formerly Fermette Food Group – was suffering from a confusing organisational structure and an outdated storyline.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.
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
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.
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.
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.