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Fresh Today - Madcraft

Fresh Today: brand & web for popular grocers

Founded in 1889 by Arthur and Mary Ellis,  Fresh Today is a successful retail and wholesale business driven by a desire to serve its local community. We gave their brand a fresh update, and built a website with click & collect functionality to support their digital presence and marketing.

Launch Project




Brand Design & Web Development

Fresh Today wanted to bring their branding into the 21st century, but it was also extremely important that we preserved the original values of Fresh Today. We partnered with them on this exciting journey and were delighted to create branding that did just that.

After market research, interviews & competitor analysis, we settled on a brand that’s fresh and modern. The playful shade of yellow along with the grey was formed to entice a younger demographic of shoppers, while the leaf preserves the original values of Fresh Today and creates a more memorable user experience. Our team also designed and managed the production of Fresh Today’s packaging and marketing collateral.

Our experienced team swiftly moved on to create a website for Fresh Today, implementing the new brand identity. The main goal of the website was to increase brand awareness and increase sales. Fresh Today developed a new WordPress website, optimised for mobile resulting in a best-in-class customer experience.

In 2021, the click & collect functionality was built to further support a superior customer experience. We integrated their website with their in-store epos system to ensure products are always in stock, and prepared quickly for collection.

Fresh Today
Fresh today

Community based marketing

We support Fresh Today’s digital presence with a marketing strategy that stays true to their community-first approach.

From personalised monthly content design to Google Ads, Madcraft has managed Fresh Today’s marketing efforts since 2019. We also support their in-store marketing design and collateral, creating a bridge between the digital and in-store experience. We run promotional social media ads and keep their social media presence up-to-date, putting their people and local producers front and centre.

Our work with Fresh Today

Business person iconography Madcraft

Brand design

We revolutionised Fresh Today’s brand, keeping the new brand look in line with their long-established values and service.

Notes iconography in pink | Madcraft

Brand roll-out

We supported Fresh Today through the launch and roll-out of their new branding, in-store and online.

Web design

Using the updated brand visuals, we designed a click-and-collect based website to support their in-store offering.

Business person iconography Madcraft

Click & collect integration

We integrated the online click & collect system to Fresh Today’s in store till system to manage orders.

Notes iconography in pink | Madcraft

Digital strategy

We work with Fresh Today on an ongoing basis with monthly calls and reporting on all digital marketing strategy & output.

Social media management

We manage all of Fresh Today’s social media channels, from planning to content creation and publishing for a consistent brand experience online.


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