Freshways – Saving you from milk shortages

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

Tasked with modernising Freshways’ brand identity, we reflected on the essential qualities that set the company apart. In a commoditised market, we needed to hero Freshways point of difference. Their customers care most about speed of delivery, and customer service – areas where Freshways outperforms in the market, with the ability to deliver fresh milk from the farm to the store within hours. The challenge was the juxtaposition between Freshway’s popularity and its lack of brand recognition. The products were a regular choice in cafes, shops and consumers’ homes, and yet, often people were unaware of the brand they’d purchased.

The new identity – which included 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 concept “Think Fresh, Act Fresh, Sell Fresh.” So, of course our solution 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. 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.