Packaging design for fresh produce

YV Fresh approached me to redesign their labels, as they wanted to establish a more sophisticated label design to stand out in a competitive environment. However, the brand was established and they needed to maintain brand recognition and consistency.

I designed a formula for the presentation of the YV Fresh brand that appears across all their packaging— the logo always appears on an angle and different products are clearly recognisable as being from the YV Fresh family. More premium products have slightly different styling, but the angle of the text and the logo remains. I also designed a new brand for their Ruhbi (bayberries) product.

I enjoy a longstanding working relationship with the team at YV Fresh, and I love that they trust me to bring their brand to such a large audience (though it’s pretty daunting to the first time you find out that 3 million labels are being printed with your design!) I often see my packaging designs for other clients ‘out in the wild’ but regularly seeing my YV Fresh work in the major Australian supermarkets is definitely one of the perks of my job.