Afresh

Afresh is purpose-built for fresh foods. Fresh foods are unique in their complexity — a case of blueberries needs to be treated differently than a shelf-stable box of cereal. Afresh goes beyond center-store demand forecasting and perpetual inventory to use machine learning to help grocery stores make smarter decisions across the fresh supply chain. What’s good for business is also good for the planet, with less food waste and fresher foods.

The identity

The mark is inspired by organic shapes — leaves and sprouts — arranged in a swirling motion, representing the type of sorting, thinking and operational order provided by Afresh’s platform. Arranged in a perfectly engineered circle, it forms an engine-like spin. It is a synthesis engineering and organics. Technical acumen brilliantly applied to all phases of a fresh department.

Construction detail of the Afresh mark: one green leaf shape on a grid with dashed yellow guide circles

Two street posters on a green wall, one reading "Unlock your fresh advantage" with a swirl of apples

Billboard reading "Feed your fresh department" with clusters of mangoes, oranges and pears

Type layout with "Qty. 03" in orange on yellow and "Fresh Matters Most" in purple on pale green

Machine learning imagined

Our approach was to imagine a world of machine intelligence organizing the complexity of fresh produce. High quality renders of food provided a window into this world. We took inspiration from intelligent systems, data manipulation and machine learning concepts.

Afresh website pages on a purple background, the homepage reading "Master the complexity of fresh"

Three phone screens of the Afresh mobile site, the center one reading "The best in fresh"

Render of mangoes, oranges and pears floating in loose clusters on a pale yellow background

Style-guide page of produce renders on color tiles, with purple cabbage and grapes on a tile labeled Blueberry

Delicious color

Putting fresh produce front and center means a bright, contemporary palette from which to pull. The wash of light green provides an enticing background for an electric set of colors to explode out from.

Ad reading "Unleash your fresh department" in white on green, with peppers, broccoli and mangoes streaming past

Overall, it’s a refreshing and masterful visual identity.
Olivier Bruel, Brand New — Reviewed Sep. 28, 2022

Four-panel ad with hands using the Afresh app on a tablet, two produce swirls and "Built for fresh is best for fresh"

Tools for a thriving brand team

We collaborated closely with the brand team at Afresh and part of being good partners is handing off a system to work from.

Twenty purple Afresh icons on pale yellow, including a basket, storefront, cart, globe and shield

Renders of tablets bursting with produce on yellow, orange and pink tiles

Afresh brochure with a cover reading "Meet the Afresh platform" beside an open spread headed "Why fresh?"

Newspaper ad reading "Supercharge your fresh operations" above a pile of vegetables

The team at Upperquad provided strong creative partnership throughout our engagement. They were imaginative, responsive, and flexible…and we're very pleased with the result.
Sarah Papp — Design Director, Afresh