PERFECTION FRESH

Freshness Wrapped Up

Perfection Fresh has been bringing Australians the best of nature’s bounty since 1978 – from perfectly crisp Broccolini® to berries so good they barely make it home from the shops. But as the brand’s portfolio grew, so did the challenge: how do you unify such a broad and varied range of produce under a single visual system, without losing the personality of each product?

We were briefed to create a brand-led design system that was clear, consistent, compelling and competitive at shelf & beyond. One that celebrated Perfection’s proud legacy and gave the Masterbrand the visual power & recognition it deserves.

Our creative idea, ‘Mix-a-Match’ draws inspiration from the artisanal charm of hand-packed produce. The natural vibrancy of the product is heroed with maximum transparency and inspiring food-ography, in a system anchored by our signature “Fresh Tape” – a flexible brand device that brings cohesion across the range while offering space to tell individual product stories.

The refreshed logo combines a handwritten script with bold sans serif type, striking the perfect balance between personal touch and modern strength. The inclusion of the establishment date reinforces heritage and builds trust.
The system is designed to be practical and powerful. It simplifies navigation and enhances shopability, echoing the brand promise to make enjoyment easier. It also gives clear, scalable guidelines for rollout across the huge portfolio.

The result? A design system that celebrates abundance, strengthens brand recognition, and helps Perfection Fresh live up to its name. Every day.