Fresh Leaf

WCN_ were tasked with creating the Fresh Leaf brand to mark a bold new chapter in the way fresh ingredients are perceived and experienced across Australia. Starting with a strategy to elevate the business from a conceived generic product portfolio to a focus on creating an impactful presence in stores and B2B. The vibrant new logo, featuring an expressive, hand-drawn leaf motif, reflects the brand’s commitment to freshness while adding an element of artistic flair. This emblem serves as an invitation for consumers to embrace the vibrant energy of creative cooking, sparking inspiration with every touchpoint.

Drawing inspiration from the dynamic world of cooking, the redesigN highlights the lively colours and textures that define fresh, high-quality ingredients and enables a range portfolio to be built. The packaging brings a sense of movement with bold strokes and lively typography, creating a visual rhythm that mirrors the exciting and ever-changing world of culinary creativity. Whether it's a bright burst of greens or a rich, earthy palette, every detail of the new design evokes a sensory experience that connects the consumer to the energy of the kitchen. The new identity feels both modern and approachable, engaging the consumer with the promise of fresh, inspiring meals at every turn.

This fresh visual language is about more than just looking good on the shelves; it's about creating a lasting connection with consumers. By transforming the Fresh Leaf brand into an icon of vibrant culinary possibilities, Fresh Leaf becomes a call to action. The result is a brand identity that not only stands out in stores but also sparks a new wave of excitement around the art of cooking and the endless possibilities of fresh ingredients.

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