Freshful
Branding the convenience of fresh groceries delivered straight to your door
Freshful is Romania’s online-grocery pioneer — a new venture from the country’s e-commerce leader, eMAG (part of the Naspers/Prosus group), created to open a category that had been slow to take off locally. The strategic problem was not simply to launch a brand but to kickstart a habit: online grocery asks Romanians to trust someone else to pick their fresh food, and adoption would depend on a brand that could make that feel easy and safe. Brandient was asked to create it from the ground up.
The opportunity, and the differentiator, was the parent. Freshful could lean on eMAG’s operational muscle — the fulfillment, delivery and service infrastructure a fresh-grocery promise lives or dies on — so the brand’s job was to translate that operational excellence into the emotional promise the category was missing: freshness you can rely on, and convenience that fits real life.
The brand was built around exactly those two associations. From the name Freshful to the identity and every offline and digital touchpoint, it was designed as a friendly, approachable everyday companion — an easygoing service rather than a cold logistics operation — so that ordering groceries online would feel less like a leap and more like a natural part of the day. Freshful gave a nascent category a brand warm and trustworthy enough to turn it into a habit.
Client:
Dante International,
Naspers Group
Industry:
E-commerce
Project type:
New brand creation
Date:
2021
Services:
Brand Positioning; Brand Name, Narratives and Voice; Logo and Visual Identity Program; Digital Design; Corporate ID Program; Communication Design; Brand Guidelines
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