Fresh Del Monte Produce, the leading supplier of fresh and pre-packaged food and beverage, introduced a farm-to-table concept that serves fresh grab-and-go products for convenience called FRSHst – a modern, minimalistic & hipster concept for the Millennials. Fresh Del Monte Produce was already in business and operating a limited number of quick-service restaurants (QSR) in the GCC in high catchment areas like hospitals and airports.
The Food & Beverage industry is a very fast-paced sector, where patrons are often looking for new and differentiated concepts, specifically amongst the Millennials. They are always on the lookout for the next new thing and are in constant search of an experience that leaves a lasting impression.
Keeping this in mind, FRSHst was created to bring our consumers a source of delightful enrichment.
After having prepared an in-depth market analysis of the QSR industry, a look at competitors, and a kick-off session with the Del Monte team, we discovered that providing the target audience with fresh yet convenient food on the go was the ultimate route.
Our key challenge for this project was to create a unique and differentiated name that is ownable, as well as an identity for the QSR restaurant, reflecting the following brand positioning. Our strategy was to define the key target audience, who were the working-class Millennials, and then draw insights from their wants and needs.
We concluded that we are dealing with consumers who are very conscious about their food and choosing healthy options. In order for us to engage with them, we had to speak their language. Their conversation came in the form of a language that kept up with their fast-paced lifestyle.
Numbers would replace words, and words would omit letters. So, we adapted the language of “generation-text” or GNR8N TXT.
We went ahead and mapped out all the players against a naming convention to give us an indication on which territory most competitors are claiming. Thereafter, we evaluated names against parameters in a naming validation matrix, and, based on our understanding of the naming analysis, eliminated a few of the conventions which we felt did not represent the new restaurant.
Being a Fresh Del Monte Produce brand, it was necessary to associate FRSHst with the parent brand. Keeping this in mind, there was a necessity of some association with the parent brand where distinctive elements were borrowed.
The brand name drew inspiration from the concept of a “street”, where we came up with the idea of FRSHst – a street name, pronounced FRESH STREET. With this idea in mind, choosing an urban and modern style of street signage was our starting point.
The frame of the logo was created by stretching out the Del Monte shield from the logo into a street sign shape. We then manipulated the element to reflect a shape similar to a street sign.
We looked at a typeface that would best fit the other design elements as well as resonate with the mindset of Millennials. We were confident that our font needed to be sans-serif; as street signs and cellphone message chats are all designed using that typeface. However, choosing a font was not enough; we needed to ensure that this typeface was ownable and differentiated.
We chose the font ‘UNICA ONE’, which is a condensed unicase sans-serif style. This typeface gives a good experience for composing headlines and short texts, where readability and simplicity are some of the virtues. We made the typography ownable by changing the way the letter “S” looked and added a leaf in the shape of a sprout that was inspired by Del Monte as a graphic element.
The color palette of the brand was inspired by the fresh ingredients and produce that we use in food. Each color was carefully inspired by fresh food and ingredients where all the colors work together in harmony.
We created icons using the idea of the single sprout shape that is used within the logo. Each icon represents a zone or area within the retail space. The horizontal baseline, under the icons, is derived from the line under the super-scripted “ST” in the logo. The retail zones were one of the few defined areas that were part of the brief. Upon Brand Lounge’s recommendation, the names of the areas/zones were changed to fit the brand strategy.
The pattern follows the same rules of construction as the icons, where we use the leaf sprout as the guiding inspiration for brand identity.
We proposed a new brand name, built a consistent and meaningful visual experience, and ensured the entire brand ran consistently over various touchpoints. Upon internal presentation to the client team and management a consensus on the brand identity was immediately formed. We have created a differentiated brand that can communicate to our target audience across cultures and continents.