New Logo and Identity for UpFresh by Skinn

Founded in 1945 as Depuydt Meat Products, Fermette Food Group is a Belgium distributor of fresh foods. In the fall of 2021, they changed their name to UpFresh. The new name and identity are by Skinn, a Belgium-based branding agency. Sample of OLD identity. The old logo and identity both feel familiar-looking for any given food distributor. The primary equity was in the use of green to no doubt evoke feelings of freshness. While lackluster, the logo was serviceable. The stacked and full-justified type was set in a clean full-caps sans serif and an attempt was made to make the wordmark feel more like a logo with a right triangle anchored to the right side of the baseline. All in all, it felt very comfortable as a behind-the-scenes distributor for food (or maybe car parts, or plastics, or ama