Brand positioning
Freshman is the one men’s wellness brand that provides men ages 25-45, who care about how they look and feel, with medically proven and affordable products, without the hassle of seeing a doctor. Unlike other online chemists or health clinics, Freshman combines a seamless online user experience with a light-hearted tone to make getting treatments simple, affordable and judgment-free. We help our customer be his best self.
Brand strategy
We want to create an experience, tone and brand that normalize both seeking information about men\s health issues and proactively doing something about them. Information should be presented in a digestible, friendly and trustworthy manner. We want to relax our users using fun, eye-catching design and subtle humor. We want to invite men to engage, learn more and be proactive about taking care of themselves.
Men choose us!
As part of the advertising campaign we decided to make a photoshoot, which was made in bright colors to show how a positive effect the product has.
Logotype
The logo has been designed to appeal to a young, modern, metropolitan male. The lowercase text and absence of an icon reflect our brand strategy of being honest and direct with our customers. The design is intentionally different from traditional chemists and health clinics. As such, it is important that designers do not attempt to construct the Freshman logo themselves, as the typography in the logo has been constructed specifically for the purposes of our brand.
Colors
Freshman brand is honest, approachable and direct with the consumer. We seek to achieve this by using warm tones, natural elements and pastel colors throughout our design and art direction.
Identity
We want to create a clean, premium and highly distinguishable visual identity, that should mirror our business positioning and appeal to a male target market. A pleasant mix of light pastel colors and deep cold tones creates a sense of security.
Outdoor Advertising
We have developed several advertising media. According to the basic concept the design must remain clear in order to focus the client’s attention on the product name and associative image.
