Classic Fresh Foods


Classic Fresh Foods

Capability: Brand Positioning / Brand Identity
Location: London
Team: Claire Hartley / Jen Rich

Supplying wholesale fresh and seasonal produce to some top notch London restaurants is a competitive market. Fortunately Classic know their apples from their Buddha's Hand. That said, they also knew that their brand could do with an overhaul to better represent their perceived image in the industry.

So I worked with Claire Hartley to clarify their brand position and develop a new visual identity befitting of their industry reputation and attention to detail. A visual language that would get even the most particular chefs to sit up and take notice.


Their New Covent Garden Market warehouse is an abundance of unusual shapes and exotic colours. And the Classic team know all their is to know about each and every item — searching high and low to source the fresh, tasty and interesting produce for their clients.

Creatively we wanted the new brand to inspire others whilst representing the teams honest and hardworking values. So we developed a simple and confident visual brand but invited Jen Rich to make all those amazing fruits and veggies the real stars of the show!


If you like food, let's go for a nice brunch and talk about how you could freshen up your brand to better connect with your customers? 

Gavin AutyStrategy