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Brand Strategy & Identity

Fresh Approach: Connecting Farmers & Communities With a Strong Brand

True to their name, leading nonprofit Fresh Approach sought new directions to reenergize their brand. Slam Media Lab partnered with them to elevate their mission, strengthen connections with their diverse audience, and launch a site they could share proudly. See how.

How do we design a nonprofit brand that is inclusive, true to its mission, and pushes the boundaries?

By embracing its community-centric approach and leveraging the insights from who they serve.

Fresh Approach is a California-based nonprofit bringing locally-grown produce, nutrition education, and gardening skills to communities across the Bay Area so everyone can enjoy access to healthy food.

The Project

Fresh Approach selected Slam as its design agency to help reimagine the brand holistically. We developed a new identity that speaks directly to the audience Fresh Approach serves. We then created collateral and assets to help the nonprofit share its mission with communities across the country.

What we did

Brand Strategy
Brand Identity
Art Direction
Illustration, Motion, and Graphic Design
Email Design

Our brand work has never been this strong, and thanks to their work, we’ll be able to make our brand and mission stand out online and in-person. Slam is equipped with a stellar team!

Jeremy Dutra

Marketing & Communications Manager


Fresh Approach

A Nonprofit Brand With California Roots

Fresh Approach believes that economically viable small farms and accessible community gardens are the foundation of a resilient community-based, local food system. Integrating this into its brand system and visuals, we crafted an identity that was inclusive across the board, featuring diverse visual treatments of everything that California and the community have to offer.

Fresh Approach’s mission struck a core with me, seeing the need of food access in equity in the Bay Area. We got to know the team and the work on a deeper level, and had the amazing privilege to help evolve their brand. We created a style that felt warm, and invited everyone had a seat at the table. Everything in the brand has an organic, hand-made quality to show the grit and passion their team has for food access.

Kyle Kazimour
Partner, Design

The Best Produce: An Earthy, Organic, and Fresh Brand

At Slam, we selected a color palette that uses earthy colors and establishes a visual identity that fit all of Fresh Approach’s programs. We wanted the brand to feel warm, welcoming, exciting, and evoke a sense of wonder. We also introduced typography and illustrations that were easily recognizable and free from distraction.

Farmers and People First: Putting the Community at the Forefront

Fresh Approach puts its community first — giving everybody a seat at the table. We wanted to showcase what California residents, partners, farmers, markets, and supporters truly look like. We strived to balance an artistic and human approach in our photography.