Go Fresh has its own line of produce. It is a consumer facing brand that has been working under its parent company Gambles. Over the last five years they have been using a basic and outdated label which was due for a refresh.

I started by keeping a simple take on the brand and seeing what issues most consumers find when looking at produce. The issue I saw to be the easiest and most effective was the fact that most people don’t know how to use the product they’re looking at.

I decided to create a background pattern for each item that describes what the item can be used for/its traits. This would help consumers better understand what it is they’re looking at and can persuade them to try something new.

Overall this project was a fun experience and taught me a lot about label regulations in Canada (AKA Do’s and Don’ts of labeling)


  • Go Fresh


  • Art Direction
  • Branding
  • Design
  • Strategy
  • Execution
  • Label Research

Along with the regular produce labels, new labels were also needed for the “pre-cut”. After a little research I came to the conclusion that the pre-cuts were better targeted towards the younger consumer. I decided to itch the idea of a “snack squad” that could potentially be roller out further in advertising.

The new labels came just in time for a website re-fresh. This meant new photos for products had to be taken which I also was able to stage. Examples of these can be seen on the www.gofreshproduce.com site ( linked above ).