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Lead the rebrand of Fresh (from JuiceForLife) to help own the brand vision of shifting vegetarianism into the mainstream. A bold statement at the time taking the position of an upscale restaurant it has enabled Fresh to have become a Global Leader with the same Identity. Based in a design and a strong brand philosophy by creating a visual vocabulary with detailed organic shapes the brand has held the test of time and still looks as Fresh today as the day I designed it.