( YEAR: 2025 )

Design Services | Service

Brand Visual Identity

Competitor Analysis

Brand Positioning

Our Role | Our Role

In this project, we were responsible for Daily Fresh's brand identity design — covering the logo concept, color system, typography guidelines, extended collateral, and illustration style — completing a comprehensive brand identity standards manual.

The task was to take something abstract — "direct from the source" — and turn it into a visual system that can be seen and touched, building a sense of trust between small farmers and consumers.

Client Background | Client

Daily Fresh is a fresh market platform that connects local small-scale farmers, artisan vendors, and cold-chain delivery services. The platform aims to replace the chaotic back-and-forth of private messages and bank transfer records, so that consumers can clearly see the source, the seller, and the delivery process — and shop and eat with genuine peace of mind.

What the brand wants to convey is not just freshness, but a long-term commitment to the land and the people on it — and the beautiful connections happening every day between small farmers and the consumers they serve.

Daily Fresh

Between One Day and the Next — A Story of Time and Flow

We deconstructed the characters in "Daily Fresh" into two overlapping 「日」 (sun/day) symbols — the green on the left represents the day of the land, symbolizing the lush vitality of crops as they grow; the golden yellow on the right represents the day of the harvest, capturing the ripened joy of a fruit filled with sunlight. The passage between them is like a road delivering freshness straight to the table, giving the whole mark a stable yet continuously forward-moving dynamism — echoing the brand's daily, unceasing promise of freshness.

Four core design keywords — Rhythm of Time, Warmth, Purity, Connection — run through the entire visual system: colors drawn from the land across four seasons; rounded corners echoing the emotional warmth between the land and the people; negative space creating a transparent, fresh sense of breath; and supplementary patterns using organic curves to mimic aerial views of farmland, symbolizing the brand's most direct connection to the earth. Illustration characters also continue the logo's super-ellipse form, breaking the coldness of geometry so that every farmer and every tomato carries the approachability and groundedness that Daily Fresh wants to convey.