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Brand refresh.

CPG Brand Strategy. Portfolio Architecture. Naming. Visual Identity. Package Design. Brand Narrative. Food Photography.

Frieda’s is all about bringing unique new tastes and experiences to the masses. They’ve always been different, just like their trailblazing founder, Frieda Caplan, who first introduced the kiwi to the U.S. market over 50 years ago. So while the idea of moving away from a branded house into a product-centric brand strategy seemed radical, they were up for it.

No longer limited by a system-based approach, every flagship product has its own unique naming and visual position. Each package design conveys a special experience to create new momentum and better sell-through. And while Frieda’s brandmark has been reduced to an endorser role on pack, their adored purple still threads through the entire portfolio, providing distinction and linking the past to the future.


30% better sell-through compared to competitors as measured by IRI average weekly dollars sales.

Client Note

“Freshmade took the time to get to know our team, our culture and our crazy products. They translated it all into a fresh new brand strategy that made our 50+ year old company relevant to our target audience. The results have been amazing!”-Karen Caplan, President, Frieda’s