New Logo and Identity for Afresh by Upperquad

Established in 2017 and based in San Francisco, CA, Afresh is a company whose mission is to eliminate food waste and make fresh food accessible to all. They combine AI with human-powered insights into their Fresh Operating System, a solution built specifically to handle the complexities of fresh forecasting, inventory, ordering, and store operations. As a result, the company claims “6.9 million pounds of food waste avoided, 3.82 thousand tons of GHG emission reduced and 140 million gallons of water saved.” Afresh has recently introduced a new identity designed by San Francisco, CA-based Upperquad. The mark is inspired by organic shapes — leaves and sprouts — arranged in a swirling motion, representing the type of sorting, thinking and operational order provided by Afresh’s plat