Sipside – Jeddah
The Brief
Fresko is an authentically Greek yogurt bar that has been operating in Athens with huge success. They came to us wanting to launch the brand for an international audience. With this came the need for a comprehensive brand strategy and an upgraded brand identity.
Branding.
Content.
Branding.
Strategy.
We wanted to create a brand that disrupted the food retail sector by introducing a completely new food category to the streets of Central London. During the strategy creation we stressed the importance of education being one of the brand’s main ongoing missions. We recognised that we were introducing something new and it was Fresko’s duty to inform customers about the brand and its category. When it came to customer segmentation, we settled on two core target audiences that centred on the two key Fresko experiences. The first demographic focuses on the experimentally driven domestic and foreign tourists that flock to Covent Garden, whilst the second appealing to office workers in the area.
Identity.
The brand identity speaks to Fresko’s rich Greek heritage but with a modern twist. Our main aim was to get across a sense of ‘artisanal adventure’ and celebrate the contemporary vibrancy of Greece without being too fixated on the Grecian past. We created brand patterns, illustrations and prints that struck the perfect balance between modernity and heritage.
Content.
Messaging & Tone.
With the tone of voice strategy, we pictured what Fresko would be like if it were the ingredients of a tasty yogurt bowl. Vibrancy, indulgence and adventure were chosen as the key reflectors of the Fresko personality. The strategy was finished with a set of messages that encapsulated the essence of the brand.