Squeezing out a ‘fresh-forever’ identity
How refreshing it would be to have a freshly squeezed cup of orange juice on the go! And when that comes with the added assurance of zero added water, flavor and preservatives? Hold on, it doesn’t stop there. And when it comes out of a vending machine? And when it is first of its kind in Dubai?
A super refreshing brief at which our excited branding team at NRay were nothing less than bouncing oranges full of energy. It’s not every day that we get to work on something as fun and fresh as this!
Along with the logo design, the first and foremost requirement was to brand the vending machines which would be installed at the metro stations and government offices across Dubai.
One word that summarized the brief was, it has to be ‘catchy’! It should scream out freshness. It should lure those who skim through the traffic and make them grab a cup of freshness without any guilt. Basically, it should convey the ‘first-of-its-kind-fruit-to-cup-get-it-now-on-the-go’ phenomenon at a glance. The brand new logo conveys just that, a juicy orange with the brand name, ‘Fresh Now’.
You can’t ignore it. You can’t resist it. The moment you see it, you taste that zing of an orange, you smell that citrusy aroma, you feel that smack after a gulp and you want it now! Yes, that was the feedback NRay got after the freshly branded ‘Fresh Now’ vending machines got loyal followers.
At NRay we work towards hearing this from our clients. We enjoyed designing ‘Fresh Now’ as we would a freshly squeezed cup of pure, no-nonsense orange juice.
Thank you team ‘Fresh Now’.
