For more than a year, the branding team at Fresh cosmetics worked together with the creative studio Morbo Brands and MABA on a repositioning of the brand, ranging from strategy to identity. From this redefinition something new emerged visual and verbal identityA new slogan and a Affirmation of values with which the brand was born eight years ago.
«We assume that the world tends to divide us into two camps, the emotional and the rational, a division that is also often observed in the world of cosmetics. But at Freshly it didn’t suit us, we don’t understand one without the other, we don’t see love without science“, he explains Elena Herrera, Fresh brand manager. And it is precisely in the fusion and balance between these two worlds that we find the Freshly universe. Therefore, the brand’s new motto is that science works better when it is done with love: Science works better with love.
The Spanish natural cosmetics brand defends that it is the passion and love of people and their vision of improvement that give meaning to science. This is how it was in the beginning, when Mercè, the mother of one of the founders, started this whole adventure in search of natural alternatives to care for her loved ones and finally got involved with Miquel and Mireia, lovers and experts in chemistry.
«We realized that after 8 years at Freshly, we still didn’t know why we were here. Although this was part of a collective thought, we needed to undertake a narrative and positioning exercise to articulate a discourse that would help us both attract and retain talent and strengthen the amazing team that makes up Freshly to demonstrate who we are and why we do what we do«, explains Elena Herrera.
The redefinition of the brand extends to various areas. One of the main advantages of the brand has been renewed, the logo, now more readable, more robust and more effective. Another challenge of the new visual identity was Improve the tone of voice of the brand through typography, based on its own graphic system and through a strong commitment to the color, the maximum expression and characteristic point of the brand since its inception. In addition, the dynamism and energy of Freshly is transferred to you Photography, for the Packaging design as a differentiating element of the brand and its own physical stores, the design of a shopping experience The focus is on sensuality and autonomy.
According to Elena Herrera: “In redefining Freshly’s identity, we’ve managed to provide our own narrative to further connect with the audience. We are not starting over, we are very proud of what we have achieved so far and what we have learned. We simply organized what we already were and continue to evolve by adapting to new environments«.
With this new commitment, Freshly continues to reinvent the cosmetics sector and believes that a different kind of cosmetics is possible. Continues to focus on innovation and the formulation of Products with 99% ingredients of natural origin supported by science tested effectiveness And Skin results. And at the same time, it maintains its vision and commitment to the planet and the future and aims to help people earn healthy lifestyle habits and promotion of a sustainable and transparent cosmetics that respects the environment. Freshly continues to communicate with the world through love and promotes values ​​such as the beauty of nature, respect, empathy and self-confidence.
Freshly Cosmetics figures in 2023
Fresh cosmetics has grown exponentially since it was founded eight years ago and has already been more than convincing 1.5 million customers Worldwide. So much so that their products are currently sold online at 36 countries from Europe and America through its website and marketplaces, as well as physically in various points of sale and its own stores. Total sales in 2023 exceeded 46 million euros. Looking at these numbers, we can confirm that Freshly highlights in its new slogan: “Science works better with love«.