Orlando, Florida-based Fresh Express is introducing a refreshed brand identity with a modernized logo, redesigned packaging and a focus on fresh quality, taste and health.
The updated visual identity will begin appearing on shelves nationwide starting May 9, with additional activations to follow as part of the broader “Express Yourself” campaign, which launched in April.
“At Fresh Express, we believe our commitment to providing fresh, high-quality products isn’t just a promise – it’s a mindset,” said Fabian Pereira, VP of marketing at Fresh Express.
“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 red shield and leafy imagery have been elevated in the new logo, which also features a modernized handwritten wordmark with curved shaped language and evolved color palette.
Fresh Express conducted testing to ensure the new visual identity resonated with consumers. The results: they preferred the new design 2:1 over the previous iteration.
The refreshed packaging was developed in partnership with New York-based branding agency Sterling Brands.
“Our packaging now reflects what consumers already feel: Fresh Express brings joy to the table,” Pereira said. “This is more than a design change – it’s a bold celebration of the flavor, freshness and creativity that make our salads special.”
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