Freshly, designed by Tether , makes it easy for anyone to hit the reset button on life. For those seeking to get back in shape and have a hard time with the meal prep part of it, look no further, Freshly is here to the rescue. Providing healthy freshly prepared and delivered food, you don't even have to leave your treadmill. Each pack is shrink wrapped and labeled with a motivational phrase alongside the meal's name. A color coded system is applied, in addition, as an easier way for consumers to distinguish between Breakfast, Lunch, and Dinner.
"Freshly began as a pure fitness proposition, shipping fresh meals to fitness enthusiasts and dieters. But when they gained an avid following from others who simply appreciated the convenience and great taste, Tether came on to reinvent the brand to include this wider audience."
"First to go was the original, clinical-sounding name F3 Foods, replaced with the friendlier and more appetizing Freshly (as in freshly prepared, freshly delivered, a fresh approach to fitness, a fresh take on life.)"
A big sell for both fitness and convenience shoppers is how easy it is—all you have to do is eat. To communicate this, the redesign follows the bywords bright, structured, and functional. The identity pays this off with a logo and wordmark that layer an organic feel on top of a structured design."
Chief Creative Officer: Stanley Hainsworth
Creative Director: Steve Barrett
Design Director: Elmer dela Cruz
Senior Designers: Joseph Kohlhas & Andrew Well
Writer: Bo Gilliland
Project Manager: Kelley Petersen