Product
Freshways is the largest independent dairy supplier in the UK, delivering fresh milk to both larger wholesale customers and small, independent retailers. Having grown significantly over the past 30 years, as well as navigating operational challenges during COVID-19, Freshways reached a pivotal moment. With a UK-wide distribution network, and despite minimal investment in brand and marketing, Freshways recognised an opportunity to rebuild its brand to reach a broader base of independent retailers nationwide.
Concept Behind the Packaging Design
In rebranding Freshways’ brand identity, we focused on the core qualities that differentiated the company in a commoditised market. This involves its speed of delivery and customer service – ensuring fresh milk is delivered from the farm to the store within hours. However, despite Freshways’ popularity, it lacked brand recognition. Its products are everywhere – from your local cafe and stores to homes – yet people often just don’t know what they’re buying.
The new identity was crafted around the concept of “Fresh” with Freshways’ motto, “Think Fresh, Act Fresh, Sell Fresh.” It’s a message that echoes through all of the packaging designs and throughout the brand – make Freshways appear as the ‘local superhero’ dedicated to keeping shelves stocked with fresh milk, and always rescuing customers from milk shortages.
Solution
Our solution involved a complete brand overhaul, developing a suite of creative elements, including a new logo, colour palette, packaging, app design, website, digital communications, and branded merchandise. The visual identity positioning is reflected by the ‘local superhero’ theme, positioning Freshways as a dynamic, trustworthy brand prepared to serve its community.
Design Technique
We implemented a design strategy using bold colours, vibrant typefaces, and a fresh tone of voice, creating a brand identity that felt both energetic and disruptive. The carefully curated colour palette and typography were chosen to communicate Freshways’ dedication to freshness and reliability, making the brand feel approachable and modern.
Aspects of the Packaging Design
What really sets Freshways’ packaging design apart is the focus on approachability and immediacy. The bold, vibrant packaging highlights Freshways’ commitment to fast, fresh delivery, giving it a standout presence on the shelves. That unique look, in addition to the “local superhero” positioning, helps Freshways connect emotionally with customers, closing the gap between popularity and brand recognition.
Results
The rebranding and the new packaging design completely gave Freshways an image to match its reputation for excellent service and speed of delivery. The brand now has a cohesive, recognisable identity that resonates with both existing and new customers, strengthening Freshways’ market position and building brand loyalty.






