Fresh Routes

Creating a brand from scratch based on 4 randomly picked values, a random company type, and a random archetype. Fresh Routes is a concept for a mobile, grocery store food truck that connects the food deserts of Milwaukee to the produce from local Wisconsin farmers.

The logo

Paying homage to the traditional grocery store with a friendly serif. The o is both a wheel and an orange to portray the organic produce the brand delivers via foodtruck.

brand guidelines

A set of guidelines to make Fresh Routes both tangible and consistent. Includes brand foundations, a style guides, and brand activation.

The brand has a punk, DIY attitude that perpetuates the slogan “Produce to the People” by helping everyone: the small, local organic farmers of Wisconsin to city dwellers in need of healthy, fresh food and jobs. This unconventional mood mirrors the brand’s the unconventional yet advantageous mobile storefront.