Freda

Freda set out to bring restaurant-quality pizza into the frozen food category. Made with carefully selected ingredients and natural, hand-shaped dough, the brand quickly gained recognition and was awarded Stiftung Warentest test winner.

Since then, the range has expanded beyond frozen pizza to include products such as oils, dumplings and other delicatessen items.

We developed the brand identity and packaging design across the entire portfolio. The visual concept is built around bold typography and clear, vibrant colors that create strong shelf presence and allow for easy navigation across the range. Hand-drawn icons and small illustrations add a playful layer and emphasize the handcrafted character of the products, reflecting Freda’s focus on quality ingredients and honest preparation.