Perfection Fresh, one of Australia’s most established fresh produce brands, has undergone a significant brand refresh – executed by Boxer & Co – to unify its fragmented portfolio.
With a legacy dating back to 1978, Perfection Fresh had grown into a business with over 2000 employees and numerous proprietary sub-brands, but its packaging architecture had become fragmented across hundreds of SKUs. The new look, created by Boxer & Co., aims to retain the brand’s trust and familiarity while establishing a clear and scalable design system.
“Our goal was to prove that fresh produce can command the same strategic clarity and brand power as any FMCG category,” said Tim Meredith, design director at Boxer & Co. “Every element from the Fresh Tape to the tone of voice – had to feel purposeful, proud, and part of a unified system that was, above all, distinctly Perfection.”
At the core of the redesign is a brand idea dubbed “Mix-a-Match”, inspired by the tactile charm of hand-packed produce. This is brought to life visually through the Fresh Tape, a modular device designed to unify packaging while allowing room for individual product or range storytelling.
“The new logo combines a friendly script wordmark with bold sans serif type to balance personality and authority,” Meredith said. “Colour, iconography and tone of voice bring appetite and emotion to every application. The Fresh Tape isn’t just visual flair, it enables consistent branding from tiny berry punnets to large salad trays.”
The system also introduces a clear hierarchy to incorporate sub-brands such as Qukes and Broccolini within the broader Masterbrand. It was designed to be modular, joyful and distinctive – with the flexibility to operate across retail, wholesale and digital platforms, and meet the unique demands of the fresh produce category, including space constraints, perishability and tiering complexity.
The Australian fresh produce sector is a highly competitive and cluttered environment, dominated by private label offerings and small suppliers. Consumers are seeking more transparency, connection and quality from the brands they buy.
“Our challenge was to cut through this visual noise and prove that fruit and veg could be branded with the same strategic intent as FMCG heavyweights,” Meredith said.
Early brand tracking shows the redesign is having an impact, with Perfection Fresh now perceived as more modern, appealing and innovative, and with improved consumer perceptions around freshness and quality. Internally, the new system has also brought alignment and clarity, giving teams a framework to deliver with confidence.
“From the outset we knew we had found the right design partner,” said Luke Gibson, chief marketing and innovation officer at Perfection Fresh. “Boxer quickly understood and embraced the complexity of the challenge… delivering a breakthrough design for the category, which is already delivering results for us.”
This evolution aims to connect past to future, and shopper to shelf – bold, thoughtful, and built for what’s next.
This article was first published in the July-August 2025 print issue of PKN Packaging News, p36.
