Fresh Kitchen + Juice Bar
Timeline: 2023 - 2024
Mediums: Digital + print
food that loves you back.
Since 1999, Fresh Kitchen + Juice Bar has been a Toronto staple for modern, plant-based food. What started as a juice bar on Queen West has turned into a restaurant company that has branched across the Greater Toronto Area, capturing the hearts of people who want to eat with freshness in mind.
I was brought onto the Fresh team to help build and strengthen their creative guidelines and branding system – taking the lead in the brands transition from Fresh to Fresh Kitchen + Juice Bar. I took it back to the books (literally) in establishing a new set of brand guidelines that truly express who the new and improved Fresh brand is. A lot of the revisions involved condensing and exemplifying the power of simplicity.
The revamp included a new look into colour research, typography, reinforced design elements, social + email templates for mass outreach and engaging – yet fun – LRM assets.
The goal was to create guidelines that are not just for the designer, but for the brand team – setting the stage for future visuals and growth towards creative strategies.
a fresh start.
Following the guidelines, the first application was the new menu design.
Going from a casual takeaway, place mat style menu, Fresh wanted to reflect a more premium, organic and true sit-down dining experience.
Taking complete creative direction, I led the brand to embracing their all natural vibrant foods, organic ingredients and cleanliness towards their menu.
The use of true photography, eye-leading typography and colour encapsulate the brand’s values while bringing life to the dine-in experience in educating their guests and representing their true selves.
keeping things fresh.
Below are a series of videos created for various Youtube campaigns featuring Fresh Kitchen + Juice Bar’s revamped brunch menu, limited edition summer menu and the freshness that goes into their products.
Expressive type, bright backgrounds, clear and open food shots and real ingredients were key in carrying through the fresh, unique and real themes.
The use of minimal graphics remain clean and informative – adding to the scene, rather than disrupting.
fresh off the press.
One of the biggest marketing campaigns in 2023 was Fresh’s CP24 appearance. This campaign ran for two weeks displaying a custom designed banner in the “Sports zone”.
The biggest challenging working on this project was the space and crop restrictions, however, I chose to use that to my advantage. Using bright, high contrast photography and making use of the extended spacing, the minimalism created a balance in the messaging.
All the elements in play leaves the viewer with no choice but to discover the banner, revealing the interchanging messaging and brand reinforcement.
sharing the (plant based) love.
With the range of platforms for Fresh content, the creative had to follow through. The revamped graphics allowed for bright, engaging and versatile emails, social posts and LRM assets.
The rapid movement of campaigns and themes opened the door for experimenting with the creative guides – introducing new ideas and concepts in creating promotional content, seasonal menus and unforgettable promos.
