Classic Fresh Foods

Brand identity for a family-run fruit and vegetable supplier delivering fresh produce to central London’s most discerning chefs.

Classic Fresh Foods was formed in 1997 by the Thorogood family who first started in the old Borough Market in 1922. Now based in New Covent Garden Market, their warehouse is an abundance of colour – full of exotic fruits and unusual vegetables. With over 100 years of experience and product knowledge, they search high and low for the best quality and most interesting produce to supply some of the very best restaurants in London.

The visual identity just wasn’t reflecting the company so Classic Fresh Foods got in touch with a brief to elevate their brand to better align with the passion and quality of their service. We needed to inspire the chefs creatively, whilst ensuring we aligned to the company’s down-to-earth values.


I partnered with strategist Gavin Auty to create the concept ‘It’s all in the detail”, reflecting both the service and the produce. I developed a creative direction that followed on to showcase the spectrum of fruit and veg  — no frills, no gimmicks, just appreciating nature’s vibrant colours and assorted textures. With all this specialist produce at our fingertips, we commissioned food photographer Jen Rich to capture a bank of images to represent the brand across print, social media and the website.

Inspired by the tradition of a stamp mark, the logo is clear and bold without being overpowering. It’s been designed as a confident guarantee of the unique service to deliver exactly what their name suggests ‘Classic Fresh Foods’.

Classic Fresh Foods stamp on blue paper

Brand identity, Print design, Photography

Strategy - Gavin Auty, Photography - Jen Rich

London, UK

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