After three years of growth, Freshly Crafted had reached a point where its original branding no longer reflected the business it was becoming. The natural skincare brand needed more than a visual refresh, it needed clarity around who it was, what it stood for, and how it wanted to show up. We developed a brand strategy that defined Freshly Crafted’s positioning, personality, and visual direction, creating a stronger foundation for the brand to grow from. The new identity brings together the natural, thoughtful character of the products with a more distinctive and contemporary expression. From the visual identity, hand drawn illustrations and packaging to the wider brand language, every touchpoint was designed to create a more cohesive and recognisable world for Freshly Crafted, one that feels true to the brand today and ready for where it is going next.