Amazon Fresh

When Amazon.com was ready to launch their online grocery business, our team was asked to be their branding partner.

After extensive research, we identified and developed the brand positioning for AmazonFresh. Our directive was to add a new, lively brand dimension while maintaining the integrity and a connection to the established Amazon.com brand.

We defined the brand personality as “fresh” and translated this core brand pillar to all aspects of Amazon Fresh’s design including their logo, architecture, delivery trucks and totes, grocery bags, produce stickers, and uniforms – all consumer touch points for the brand. We also collaborated on the look and feel of the website for the online giant.