Freshful
A new brand locally pioneering the category of online grocery, part of the Naspers Group European business portfolio.
From the “Freshful” name to the visual identity and its entire offline and digital manifestations, the strategic brand construction intended to establish the key associators of freshness and ultimate convenience required by the category of e-commerce grocery.
The challenge was to build a strong brand in a category with a relatively slow rate of adoption in the Romanian market — online grocery — and therefore to kickstart the category itself. The opportunity was potentiated by the ecosystem of assets that delivered operational excellence together with the already established local e-commerce leader parent brand, eMag.
The brand took shape as an expression of a friendly, relatable, approachable companion, with an appearance and a narrative of the most convenient, easygoing services provider — that quickly became an intimate part of daily life for Romanians.
Client:
Dante International,
Naspers Group
Industry:
E-commerce
Project type:
New brand creation
Date:
2021
Services:
Brand positioning; Brand Name, Narratives, and Voice; Logo design and Visual Platform; Digital design; Corporate ID Program; Creative Communication design; Brand Guidelines
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