Established in 1978, Perfection Fresh is a family-owned produce farmer, grower, and distributor in Australia. It searches for the best fruit and vegetables around the world and brings them back to their farms where they are locally farmed and then sold to supermarkets, independent retailers, food service, restaurants, and export markets. Employing more than 500 people, Production Fresh has operated as a business-to-business brand but is now providing its berries, mangoes, broccoli and cabbages, capsicums and cucumbers, lettuce and herbs, mushrooms, and tomatoes as their own business-to-consumer brand and has introduced a new identity designed by the Sydney, Australia, office of Interbrand.
The old logo has probably been like that since 1978 and unlike some bad logos that age ironically well this one just aged. The new logo is a lovely seal that works great as a seal but is somewhat confusing as a logo, especially since it drops “Fresh” from the company name. “Perfection” isn’t a business name and it seems odd that they would enter the consumer market with a truncated name that most consumers will not bother to try to link back to the company Perfection Fresh. But perhaps there is some other strategery at play that makes this make sense. Having said that, as a piece of design, this is quite nice; the script, dare I say it, is perfection. It’s very well done and I like how the “f” shoots out on the top and bottom and the “n” is pretty too. The rest of the typography inside is cool too but nothing out of the ordinary.
The new identity invites Australians to ‘explore the world of taste’. Reminiscent of the post cards travellers write home, it’s a simple system that seamlessly blends practical nutritional and provenance information with emotional language and imagery.
Every piece and punnet tells its story. Beautiful illustrations display the lush and varied landscapes from which the produce was sourced and grown, while evocative tasting notes highlight unique flavours in a way not unlike a wine connoisseur would. And by approaching things in such a romantic and, dare we say, fresh way, we can encourage Australians to reconsider just how exciting, exotic and down-right delicious fruit and veg can really be.
The identity works by bringing multiple ingredients together in a fun and loose way. The produce illustration is rich and saturated, the faux stamp motif is endearing, and the illustrations are great. I prefer the less cartoony versions but there is something charming about those.
The compositions above are quite attractive and do hint at a mix of old, vintage-y travel ephemera while the seal circles back to food as a marker of quality. The writing for the produce is surprisingly evocative and convincing.
The packaging renders look great. I would totally pick any of these up at a grocery store before any of the others. They have a premium yet accessible look that’s hard to find in the produce section. (Also, I learned a new word today: Punnet.)
Overall this is lovely work that feels old and new, feels expensive and affordable, feels worldly and local, and feels other kinds of opposites that are generally hard to balance. Other than the lack of the full name in the logo, this is a great update.