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Fresh Express Unveils a Dynamic New Brand Identity

In April 2025, Fresh Express®, the leading brand in value-added salads, introduced a revitalized brand identity that marks a significant shift for the iconic salad company. This refreshing transformation aims to reinforce its leadership in the salad category while engaging a younger audience, particularly Gen Z, in a new and exciting way.

A Commitment to Freshness and Quality

Fabian Pereira, Vice President of Marketing at Fresh Express, articulated the philosophy behind this new identity: "Our commitment to providing fresh, high-quality products isn't just a promise—it's a mindset." The rebranding not only pays homage to the brand’s rich history but also acts as an invitation for consumers to explore unique flavors and vibrant ingredients, fostering a sense of creativity in their salad creations. This is particularly crucial as Fresh Express looks to deepen its connection with younger shoppers without alienating its loyal customer base.

Renewed Visual Identity and Packaging

The refreshed logo features the signature red shield and leafy imagery, which have been modernized to convey trust and quality. The new handwritten wordmark adds warmth and authenticity, while the contemporary color palette and design language enhance visibility on store shelves. To ensure the redesign resonates with the target audience, Fresh Express engaged in comprehensive consumer testing. Results indicated that consumers preferred the new design, highlighting its connection to the brand’s core attributes: taste, health, and freshness.

Alongside the logo, the packaging has also been transformed, crafted with the assistance of the acclaimed New York-based branding agency, Sterling Brands. The updated design breaks through the competitive landscape of fresh produce, allowing clearer communication of the brand’s premium offerings. Enlarged product windows showcase the freshness, and simplified typography makes shopping a breeze.

David Israel, Chief Creative Officer at Sterling Brands, stated, "As customers pursue options supporting healthy habits, Fresh Express distinguishes itself in bold new ways, reaffirming its leadership in the category." Pereira added that this redesign goes beyond aesthetics; it stands as a celebration of the flavor, freshness, and personal creativity that Fresh Express salads embody.

Research-Driven Strategies

The entire redesign process was founded on design strategy and consumer insights. Every component was purposefully developed to elevate Fresh Express's market presence and forge emotional connections with shoppers. The reimagined brandmark instills trust and approachability, while the packaging highlights key qualities such as freshness and taste at a glance. This strategic alignment positions the brand for long-term relevance and consumer engagement.

Looking Ahead to Exciting Initiatives

Starting May 9, 2025, consumers will spot the new visual identity on retail shelves nationwide, marking the beginning of a broader marketing strategy termed the "Express Yourself" campaign. Launched in April 2025, this initiative celebrates individuality by encouraging consumers to express their creativity through diverse salad creations. The multi-phase campaign will engage consumers through various platforms, including streaming, social media, and digital channels.

In conclusion, Fresh Express stands ready to embrace this new chapter in its journey, invigorated by a fresh identity that captures the essence of modern salad enjoyment. This evolution represents more than just a visual update; it signifies a larger commitment to delivering exciting, healthful options that resonate with a diverse audience.

For further information about Fresh Express's offerings, consumers can visit www.freshexpress.com and follow the brand on popular social media platforms such as Instagram, Facebook, Pinterest, YouTube, and X.