ABOUT

THE CHALLENGE
Freshways is the UK’s largest independent dairy supplier, delivering milk to both larger wholesale customers and small, independent retailers. Despite significant growth over the past 30 years and navigating operational challenges during COVID-19, Freshways reached a pivotal moment. With a UK-wide distribution network and minimal investment in brand and marketing, they recognised that rebuilding their brand and communicating more effectively presented an opportunity to reach a substantial number of independent retailers nationwide.

The challenge lay in the juxtaposition between Freshways’ popularity and its lack of brand recognition. While the products were a regular choice in cafes, shops, and consumers’ homes, many people remained unaware of the brand they were purchasing.

THE SOLUTION
Tasked with modernising Freshways’ brand identity, we reflected on the essential qualities that set the company apart. In a commoditised market, we needed to highlight Freshways' point of difference. Their customers care most about speed of delivery and customer service—areas where Freshways excels, with the ability to deliver fresh milk from the farm to the store within hours.

The new identity - which includes a full suite of creative elements, from logo and colour palette to packaging, app design, website, digital communications, and merchandise - centres around the concept of ‘Fresh’ and is rooted in Freshways’ “Think Fresh, Act Fresh, Sell Fresh” philosophy. We positioned Freshways as your local superhero, with a dedicated team capturing the brand’s commitment to keeping shelves stocked with fresh milk and rescuing customers from milk shortages.

THE RESULT
By implementing vibrant colours, bold typefaces, and a fresh tone of voice, the rebranding and new packaging design have given Freshways an identity that perfectly matches its reputation for excellent service and rapid delivery.

The result? A cohesive, recognisable brand that feels both fresh and disruptive, strengthening Freshways’ market position and building loyalty among both existing and new customers.