The branding needed to appeal to the older mall shopper without alienating teenagers and college kids. The identity system also needed to communicate fresh food’s main talking points: always fresh, 100% all white chicken meat using local produce and made to order.
The aggressive and loud menu-board was used on purpose, because food courts are known to be places where products promote themselves with aggressive graphics. In most packages, see-through material was used to confirm the freshness of the meat and its good condition.
We created this brand with the immense insights of the whole Fresh Food team.