Fresh Express rebrand includes redesigned packaging

Value-added salads maker Fresh Express has redesigned its packaging as part of a marketing refresh aimed at resonating with shoppers while emphasizing the brand’s quality.

The rebrand also features a modernized logo. The brand’s red shield and leafy imagery have been elevated, while a modernized, handwritten wordmark and an evolved color palette help enhance shelf standout, according to a news release.

“At Fresh Express, we believe our commitment to providing fresh, high-quality products isn’t just a promise — it’s a mindset,” Fabian Pereira, vice president of marketing at Fresh Express, said in the release. “This brand refresh honors our rich legacy while celebrating where we’re going. And it’s more than a new look — it’s an invitation for consumers to express themselves through bold flavors, vibrant ingredients, and personalized salad creations.

“Our goal was to build deeper meaning and relevance for today’s consumer, especially Gen Z and competitive shoppers, without losing the trust of our loyal fans.”

Consumer testing found that consumers preferred the new design 2:1 over the previous version, citing stronger connections to key brand attributes such as taste, health and freshness, according to the release.

The refreshed packaging was developed in partnership with award-winning New York-based branding agency Sterling Brands.

“We are proud to have played a role in the Fresh Express brand transformation,” David Israel, Sterling Brands chief creative officer, said. “As customers continue to seek out options that support healthy habits, Fresh Express stands out in bold and exciting ways.”