Amazon Fresh Rebrand
Senior Brand Designer
In 2019, I was tasked with rethinking the Amazon Fresh logo due to a few big shifts in the business: the acquisition of Whole Foods Marketing and the Amazon Fresh service becoming free for Prime members.
The Whole Foods Market logo was very similar to the brand identity of Fresh and we wanted to make more of a distinction. Both include a green leaf design in the logo type.
Secondly, there was an opportunity to align the new logo with the Prime brand. Prime members would now have access to this service, whereas before they had to pay a separate fee.
The new logo continues to connect with the parent brand, Amazon and redesigns Fresh to be inline with the Prime logo, which uses the branded typeface Amazon Ember.
