Fresh, the leading brand of Piramida 72, enters a new phase of development
In 2025, Piramida 72 will unveil a new strategy and visual identity for its leading brand, Fresh. This marks one of the most significant transformations of the brand since its launch in 2004.
Modernization with respect for tradition
The redesign of the Fresh brand brings a more modern and refined look, while retaining the recognizable elements that have symbolized quality and reliability over the years. The new visual identity features contemporary typography and a more mature color palette.
The minimalist design reflects both strength and sophistication, highlighting the established market position of Fresh as a leader in its category. The redesign also extends to a complete refresh of the entire product portfolio, creating a consistent and recognizable appearance on store shelves.
“The gentle side of your day” – the new slogan for the Fresh brand suggests the goal of making each part of the day more fulfilling and joyful. This message reflects the essence of the brand: “Always by your side”, positioning Fresh as a gentle and reliable companion throughout life’s stages and situations requiring special care – from the first days of a baby’s life to adulthood.
New categorization for clearer communication
The repositioning of the Fresh brand is part of Piramida 72’s comprehensive strategy to strengthen its market position and create a stronger emotional bond with consumers.
A significant change is the new product categorization that enables clearer communication with consumers and easier navigation through the broad product assortment.
The new brand architecture includes several well-defined categories: Fresh core line, Fresh Baby for the youngest, Fresh Kids for children, and Fresh Nature for environmentally-conscious consumers.
A special highlight is the new product subcategory within Fresh Nature, which introduces eco-friendly products in response to the growing consumer awareness of the importance of sustainable development and environmental protection.
New Fresh products in 2025
In 2025, Piramida 72 plans to expand the Fresh assortment by launching new products across different subcategories, each aimed at specific target groups.
Each new subcategory will be carefully positioned to meet the needs and desires of specific consumer groups, optimizing the product strategy and improving the customer experience.
The focus will particularly be on developing the Nature line, demonstrating the brand’s commitment to following global trends and adopting a responsible approach toward the environment.
Core values of the transformation
The new visual transformation follows the brand’s strategy, which is based on four key values: care, trust, joy, and support. These values shape not only the visual identity but also the way the brand communicates with its consumers.
Implementation and future plans
The new visual transformation of the Fresh brand is underway, and consumers will start noticing it on the shelves in the second half of 2025, with the full implementation of the new identity expected by the end of 2026. This change comes at a time when the brand is experiencing significant growth, solidifying its position as a leader in categories such as wet wipes, liquid soaps, paper napkins, and tissues.
With the modernization of one of its most successful brands, Piramida 72 reaffirms its commitment to consumers and their needs.
Fresh will continue to be a reliable companion in the everyday lives of its users across many markets in the region.