Fresh Express says it is marking a new era with a refreshed brand identity.
With a modernized logo, redesigned packaging and a strategic vision rooted in fresh quality, taste and health, Fresh Express says it is reaffirming its position as a “salad expert” and aiming to connect with a new generation of consumers.
“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 for Fresh Express, said in a news 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.”
The brand’s well-known red shield and signature leafy imagery have been elevated in the new logo, reinforcing trust, quality and a personal touch, according to the release. A modernized handwritten wordmark brings warmth and authenticity, while a confident, curved shaped language and evolved color palette enhances shelf standout and navigation, the brand says.
Fresh Express conducted extensive consumer testing — both qualitative and quantitative — to ensure the new visual identity resonated with its consumers. It says the results show consumers preferred the new design 2 to 1 over the previous iteration and cited stronger connections to key brand attributes like taste, health and freshness. The refreshed identity brings to life Fresh Express’ core belief that salads are more than a meal — they’re a vibrant canvas for creativity, self-expression and personal flair, the release said.
The refreshed packaging was developed in partnership with award-winning New York-based branding agency Sterling Brands, who helped shape the new packaging to align with the brand’s future direction, says Fresh Express. The updated packaging breaks through the clutter and clearly communicates Fresh Express’ premium value in a highly competitive fresh category, according to the release, which adds that enlarged product windows communicate freshness at a glance, while simplified typography and a cohesive color system make it easier to shop and even easier to love.
“We are proud to have played a role in the Fresh Express brand transformation. As customers continue to seek out options that support healthy habits, Fresh Express stands out in bold and exciting ways — reasserting their expertise and authority across the category,” said David Israel, chief creative officer for Sterling Brands.
“Our packaging now reflects what consumers already feel: Fresh Express brings joy to the table,” added Pereira. “This is more than a design change — it’s a bold celebration of the flavor, freshness and creativity that make our salads special.”
Grounded in design strategy and consumer insights from the start, every element was intentionally crafted to elevate the brand’s impact and connect emotionally with consumers, from the refreshed brandmark that evokes trust and approachability, to packaging cues that highlight freshness, taste and quality at a glance, says Fresh Express. The visual identity is strategically sound and built for long-term relevance, designed not only to stand out on shelves but to reflect individuality and inspire consumers to express their unique personalities and preferences through every salad they create, according to the release.
The updated visual identity will begin appearing on shelves nationwide starting May 9, with additional activations to follow as part of the brand’s broader “Express Yourself” campaign, which launched in April. The campaign celebrates individuality and aims to spark creativity in kitchens across the country through a multi-phase campaign across streaming, social and digital.