Upfresh Rebrand & Brand Identity

Upfresh, formerly Fermette Food Group, is a Belgian B2B fresh-food distributor. Skinn's 2022 rebrand renamed the family holding and retired the Fermette logo and its triangle in favor of the Upfresh name in heavy magenta capitals, a word joining up and fresh. With a muddled brand architecture and rivals already owning heritage, the company wanted shop managers to see a partner that helps them grow, not just a supplier.