Revitalizing Freshly’s brand identity: Designing for a seamless blend of lifestyle and functionality

As a designer on the Freshly team, I contributed to revitalizing the brand identity of a fast-growing DTC startup acquired by Nestlé for $1.5B in 2020. Collaborating closely with the creative leadership, I helped transform a tired brand platform into a vibrant and approachable identity, elevating Freshly from a functional meal delivery service to an aspirational lifestyle choice.

My work supported quarterly campaigns, always-on performance marketing, dynamic type and motion assets, and the launch of new products and sub-brands, addressing the dynamic demands of over 150 unique SKUs annually. Through this process, I helped shape designs that aligned seamlessly with the refreshed verbal identity, ensuring Freshly’s brand presence resonated in an ever-evolving marketplace.