By Wouter Pasman

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Private label introduction for fresh products

Private label introduction for fresh products

Already operational in Vietnam is dedicated in delivering its customers the best and safest food quality in its fresh food category. Design equals strategy and creativity? (fruits & vegetables, fish & seafood, meat) a multi-national wholesaler approached Fresh Studio to revitalize its customer communications.

Since most of the effort in sourcing quality products was considered somewhat invisible to this client’s customers, the objective of the communication strategy was to create relevant and attractive positioning, resulting in a preference for the client’s label by professional buyers at purchasing outlets.


To enable transparent sourcing activities for its customers, the client planned to introduce one of its private labels in its fresh food category to the local market.

The aim was to distinguish premium quality fruits and vegetables from other brands and labels, and from bulk produce.


Fresh Studio was responsible for the research and development of the private label positioning, and the communication strategy. The assignment included the development of visual marketing materials.