Fresh Wave
THE ASK
Fresh Wave came to our team with a challenge to reimagine the emerging brand's identity to support them in reclaiming existing shelf space and expanding their reach into new large-scale retailers.
THE EXECUTION
Our team did a thorough positioning and strategy exercise, including consumer surveys, uncovering that in addition to looking for a product that worked to eliminate odors, consumers were looking for a visually beautiful product that better matched the price point.
Based on that insight, we designed a refined brand system that positions Fresh Wave as a part of the positive experience of inviting someone into your home or personal spaces without worrying about unexpected odor. We balance an elevated, custom serif wordmark with a playful, hand-drawn illustration library that works to welcome consumers into the brand world with a wink.
Fresh Wave came to our team with a challenge to reimagine the emerging brand's identity to support them in reclaiming existing shelf space and expanding their reach into new large-scale retailers.
THE EXECUTION
Our team did a thorough positioning and strategy exercise, including consumer surveys, uncovering that in addition to looking for a product that worked to eliminate odors, consumers were looking for a visually beautiful product that better matched the price point.
Based on that insight, we designed a refined brand system that positions Fresh Wave as a part of the positive experience of inviting someone into your home or personal spaces without worrying about unexpected odor. We balance an elevated, custom serif wordmark with a playful, hand-drawn illustration library that works to welcome consumers into the brand world with a wink.
![](https://freight.cargo.site/t/original/i/509b3c6a764df719ba4b65d9d0afaa4abc7fe2f37af746566f97fc367e563793/FW_Logo-Before.png)
![](https://freight.cargo.site/t/original/i/a62cbffe6e2c052f053ae63955b747ccb3405841f2c04934e3a6e3aee5cfc257/FW_Logo-After.png)
![](https://freight.cargo.site/t/original/i/9540741f3f867d22b8f696a1649cff964ef0f7c5167bdfbf722f2d146fc4424a/FW_Title-Module.png)
![](https://freight.cargo.site/t/original/i/c4bc3f8a549dafad3bee3f1d4164a883b3d7e47e119e7447532686908bbd6a92/FW_Monogram.png)
![](https://freight.cargo.site/t/original/i/9ffe0cdc0d3c9f4ee8d91cef149e5692b307c31009f970747c6a364121a7fb85/FW_Social-Mock.png)
![](https://freight.cargo.site/t/original/i/052864178ed4738f8167ee4fbdba62ae1f599fb98c9480d886b98d9b794929d7/FW_Poster-Series.png)
![](https://freight.cargo.site/t/original/i/c9386343abe0221df159125b5df73b0f5143017c1de97a201c393f33ec18cc67/FW_Amazon-Mock.png)
![](https://freight.cargo.site/t/original/i/3b975de1bec203725ac80749ebf3753a89fe2283244b7b8dea6fc73cb824c2ca/FW_Badges.png)
![](https://freight.cargo.site/t/original/i/f77cbb17eacc7fae183b9e524870174e29f67e762fa2bcf58e78ad475d024ec0/FW_Nose-Illo.png)
![](https://freight.cargo.site/t/original/i/9d3bae563fcf05f1201302c60fe9259906d967262702d4cefad61e40a1caa570/FW_Home-PhotoAD.png)
![](https://freight.cargo.site/t/original/i/8f849ca38bc126140dd9b6cde88d64eca01478255ac9cd9ef759c3eb66dc7437/FW_Tomato_AD-Select.png)
![](https://freight.cargo.site/t/original/i/4ac97aeee016e7d363598a915b594cd1071e7a08a6d8d38d442a0d846ac54138/FW_Illo-Icon.png)
![](https://freight.cargo.site/t/original/i/8553e9dcfb021ade4751c478ef0aec8d024f1b03ed403713c0bcbd6c78461ce0/FW_Web-HoverState.png)
![](https://freight.cargo.site/t/original/i/99c2e1628e99eb75e004dcc39237ce1bef3625ed5c0a44ad11242957d3d6240d/FW_PDP-Mock.png)
![](https://freight.cargo.site/t/original/i/5aa21d17d49e885dd1eefd04caafd69d2a73448afc3defa40766267c5fee6b1f/FW_BizCards.png)
![](https://freight.cargo.site/t/original/i/92fa47f8ccc04ccec55df2e2b0e4bb723866315f5394dfe8b21e1dfcb1510514/FW_Photo_AD-Select.png)
![](https://freight.cargo.site/t/original/i/6fe226d7d46169a683db5d2057199b9e9428ff0f02234e9920961ca2e4ec954e/FW_Brand-Guide.png)
﹡ ACD: Vero Romero
﹡ Design & Illustration: Sarah Johnson
﹡ Packaging Design: Annie France
﹡ AD: Elle Pollock
NOTE: All images are scrap and are not owned by the brand.
CREATED @ THE STABLE