April 15, 2024

Fresh Today: A Legacy Renewed with Modern Digital Solutions

Founded in 1889 by Arthur and Mary Ellis, Fresh Today has grown into a thriving grocery retail and wholesale business, deeply rooted in its commitment to serving the local community. To enhance their brand and support their digital presence, we provided a comprehensive brand refresh and developed a website featuring click & collect functionality. This update not only modernizes Fresh Today’s image but also bolsters their marketing efforts and customer engagement in the digital age.

Honoring Tradition with Modern Branding and Digital Innovation

Fresh Today sought to modernize its branding while preserving the core values established since its founding in 1889. Partnering with them on this exciting journey, we crafted a brand identity that honors their heritage and appeals to contemporary consumers.

Through extensive market research, interviews, and competitor analysis, we developed a fresh, modern brand. The playful yellow and grey palette was chosen to attract a younger demographic, while the leaf symbol maintains the original values of Fresh Today, enhancing the user experience. Our team also designed and managed the production of Fresh Today’s packaging and marketing collateral, ensuring a cohesive brand presence.

We swiftly moved on to create a new website for Fresh Today, implementing the updated brand identity. The primary goals were to increase brand awareness and boost sales. The new WordPress website was optimized for mobile, offering a best-in-class customer experience.

In 2021, we introduced click & collect functionality to further enhance customer satisfaction. By integrating the website with their in-store EPOS system, we ensured products are always in stock and quickly prepared for collection, providing a seamless and efficient shopping experience.

Community-based marketing strategy and implementation

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

Since 2019, Madcraft has managed Fresh Today’s marketing efforts, delivering personalized monthly content design and executing effective Google Ads campaigns. We also enhance their in-store marketing design and collateral, seamlessly connecting the digital and in-store experiences. Our promotional social media ads and regular updates ensure that Fresh Today’s social media presence highlights their people and local producers, keeping the community at the heart of their brand.

Our work with Fresh Today

Brand design

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

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.

Click & collect integration

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

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.

Ready to grow your business?

We’re always excited to discuss possibilities. Get in touch for a free consultation call to discuss your project requirements. Our team will be happy to talk about possible solutions, and how your business can benefit. Let’s chat!