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Frieda’s.
Brand refresh.

CPG Brand Strategy. Portfolio Architecture. Naming. Visual Identity. Package Design. Brand Narrative. Food Photography.

Frieda’s is all about bringing unique new tastes and experiences to the masses. They’ve always been different, just like their trailblazing founder, Frieda Caplan, who first introduced the kiwi to the U.S. market over 50 years ago. So while the idea of moving away from a branded house into a product-centric brand strategy seemed radical, they were up for it.

No longer limited by a system-based approach, every flagship product has its own unique naming and visual position. Each package design conveys a special experience to create new momentum and better sell-through. And while Frieda’s brandmark has been reduced to an endorser role on pack, their adored purple still threads through the entire portfolio, providing distinction and linking the past to the future.

Result

30% better sell-through compared to competitors as measured by IRI average weekly dollars sales.

Client Note

“Freshmade took the time to get to know our team, our culture and our crazy products. They translated it all into a fresh new brand strategy that made our 50+ year old company relevant to our target audience. The results have been amazing!”-Karen Caplan, President, Frieda’s

A man is picking up a purple sweet potato from a display of 'frieda's stokes purple sweet potatoes' to place in their metal shopping basket. The display box is purple and features an image of cooked purple sweet potatoes with toppings.

An image of young girl with long blonde hair is holding a purple bowl filled with kumquats. The child is wearing a sleeveless, teal-colored top and is standing against a light blue background. The image is cropped from the nose to the waist.
The image shows multiple packages of Frieda's Popjoys kumquats arranged in rows. Each package is clear at the bottom, displaying the small orange kumquats inside, and has a light blue top with images of kumquats and green leaves. The text on the packaging reads 'frieda's popjoys kumquats Nature's sweet tart.' A hand is reaching to pick up one of the packages from the middle row.
The close up mage shows multiple packages of Frieda's Quick Fires shishito peppers displayed in two rows, sitting on grocery store produce shelves.
A plate of cooked shishito peppers is placed on an orange surface. A pair of chopsticks rests on the plate. To the left, a glass is being filled with beer from a green bottle. In the background, there is a package labeled 'Quick Fires shishito peppers' with 'sesame soy' flavoring. A small bowl containing seasoning or spices is also visible in the bottom right corner.
Three coconuts with straws and decorative paper umbrellas are placed on a yellow patterned tray. A metal jigger and two lime wedges are also on the tray. A hand is holding one of the straws in the coconut on the right. In the top right corner, there is a bottle with its cap placed nearby.
The image shows three coconuts labeled "Frieda's Tikis drinking coconut" placed in a light blue cooler filled with ice. The coconuts are wrapped in a white netting and have a blue label with colorful graphics, including an illustration of a coconut drink with an umbrella and flowers.
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