The heavy focus on the ‘U’ (which isn’t an upside down sad smiley face FYI), is unexplained by the company. However, this adds a bit of mystery to an otherwise simple brand logo.
The bold, full caps, barlow condensed font is more youthful compared to the original font which was very basic. Therefore, this creates a sense of purpose and relevance for the company in the growing healthy food market.
This new logo also promotes a more modern vibe, growing with their customers to avoid being left behind, without making things too complicated.
However, by using pink, it provides a cleaner, fresher look which really works.
Also, the produce will never blend into the delivery crates, meaning UpFresh is unlikely to be mistaken for another food distribution service any time soon.
In contrast to the brilliant new brand identity, the online presence of UpFresh is a little bit flat.
With the huge focus on more professional, glamorous food shots, UpFresh have left little to no room for their prominent new brand colour to be added. Instead we get flecks of pink scattered over the site in the form of stickers, but it doesn’t feel like enough.
The food shots don’t seem to match up to the new bold brand identity, and the company starts to feel more like a gourmet restaurant or boutique farm shop.
The move from the focus on magenta and bold wording, to the more neutral supporting colours, and professional shots, feels a tad removed from the first branding images.
UpFresh got off to a great start with their logo change-up as they embraced bold, attractive new colouring which challenged the norms of the fruit and veg industry.
Also, whilst their billboards are quite simplistic and vague, this creates a sense of mystery that will inevitably draw consumers in.
The magenta wording and stickers in particular catch your eye, and are a huge contrast to their earlier simple, green logo.
Overall, we like the direction the company has taken to completely transform their brand identity into something refreshing and fun.
UpFresh can’t be accused of playing it safe with this one, and this worked in their favour in terms of putting a brighter, eye-catching stamp on the industry.
What do you think of this extreme UpFresh rebrand? Do you agree that magenta works better for this brand’s identity? Let us know in the comments below!
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