The Creative Brief
Get Fresh started crafting all-natural juices and smoothies in 2012. As the they expanded and opened a new cafe, it was time for a brand refresh. Creative Mellen worked with Get Fresh to update its brand and identity to better represent their focus on all-natural and fresh ingredients, delicious and healthy menu, and pleasant, community-focused cafe.
Get Fresh wanted us to keep the basic juice “drop” element from the original identity and soften and expand the color palette. Using inspiration from many of their all-natural ingredients, we refined the identity mark to be a natural-looking droplet with veins of a spinach leaf. This approach creates a leaf/droplet icon that communicates a fresh and all-natural approach of the brand. These new foundational elements allowed us to develop different patterns and other related illustrations to flow through the communication channels of the brand and the cafe.
The new brand elements and identity are now prominently displayed as part of the new cafe. Organic and image-driven menu boards are organized with the new color palette to help customers differentiate their numerous offerings. Delivery van, catering menu, and new packaging elevate the brand on the road, within an event, and on the shelf.