A memorable brand builds on a foundation of repeating simple expressions consistently in as many ways as possible.
Boundaries create space for play. They're what games are, and it's a prerequisite of having fun. How actions relate to boundaries are what makes them interesting. In a visual system, the rules of the game need to be easy to learn, so viewers get to the play as quickly as possible. Enjoying the game of testing visual rules is what makes a brand feel engaging and memorable.
Before
Fresh's previous online look: lots of colors, shapes, & an accompanying illustration style. Primary color didn't get used much.
Simpler rules
The Fresh visual system needed a simpler set of rules. Fresh's brand elements were consolidated to a color and a shape. Expression would result from repeating them both in surprising ways. Typographically, keeping to corporate fonts reinforces a relationship with the Amazon brand. A simpler game will engage viewers with play faster.
Color: Fresh Green is not actually contrast compliant, representatives were selected to meet compliance while preserving as much of the original color as possible, creating more ways to feature our primary color
Graphic device: Roundness is commonly used as a nod to the Amazon Smile. Articulating how it relates to imagery makes it more consistent and is automatable.
Brand at play
Fresh's benefits are that it's convenient, delivers value for money, at good quality. Tonally, that message should come across as easy and fun. Here are examples of Fresh's brand elements at play:
Level clear
Through simplifying it's expression, Amazon Fresh feels more confident than before. When running the same copy, imagery, and offer, the new look performed 67.31% better in terms of click-through rate. Overall, since wearing the updated look, creative placements perform 18% better on average. The new look is also easier to execute, maintain, and automate, making it more extendable. The rules of the game have been clarified, making it easier for key touchpoints to play off them, making Fresh a more engaging brand.
Credits
Creative team: John Fulton, Jennifer Mederos, Mia Pizzuto, Andrea Stadelman, & me Copywriting: Julie Kline