Ariel / Jerusalem
THE EXPERIENCE
BEGINS WITH US
Brand Identity
One Brand. Four Countries.
A Fresh Experience on the Go.
GO Fresh is much more than a convenience store.
It is a brand born from a deep understanding of the way people live, travel, work and eat across different countries, cultures and daily routines.
The challenge was clear.
To create one strong and recognizable brand that speaks simultaneously to consumers in the Netherlands, Belgium, France and Luxembourg,
while maintaining local relevance without losing a unified identity.
The Challenge
Over the years, the European convenience store market has become crowded and homogeneous.
The same products. The same solutions. Very little differentiation.
At the same time:
• Fuel profitability declined
• Consumers began seeking higher quality, greater freshness and more meaning even during short stops
• Local teams operated across different countries with distinct cultures, habits and expectations
Our mission was to connect all of this into one clear brand.
A brand that feels local, yet thinks European.
The Branding Process
Collaborative Work with Teams in Four Countries
The branding of GO Fresh was built as a deep strategic process, not as a quick design solution.
Step 1 Listening and Learning
We worked closely with management and local teams in each of the four countries:
• Understanding different consumption patterns
• Food habits, daily pace and expectations from an on the go store
• Real operational needs from the field
The goal was not to impose a brand, but to build one that grows from within.
Step 2 Finding the Common Ground
Despite cultural differences, one truth crossed all borders.
People seek freshness, quality and a small moment of well being even when they are in a hurry.
From this insight came the brand promise:
Well being on the go
Not extreme health.
Not luxury.
But balance, freshness and a pleasant experience along the way.
Step 3 Defining a Unified Brand Identity
Together with the local teams, we defined:
• The core values of the brand
• A clear and human brand language
• A warm, inviting and effortless tone
• A simple promise that can be delivered in every country
GO Fresh was shaped as a brand that is:
• Fresh
• Clean
• Warm
• In motion
• Respectful of the customer’s time
Step 4 Translating the Brand into Experience
The brand moved from strategy to real life:
• A modular store concept adaptable to different formats
• Design that feels European yet not alienating
• A unified language across stores, bakeries, signage and communication
• Practical solutions for teams operating in different countries
This created one brand with smart local adaptability.
The Result
A European Brand with a Local Heart
GO Fresh evolved from a convenience store
into a refreshment point on the go.
A brand that offers:
• Fresh food prepared on site
• High quality coffee
• A warm and clean atmosphere
• An experience that respects the customer’s time
And above all,
a brand that teams in four countries can identify with, operate with pride and grow alongside.
GO Fresh Today
GO Fresh is an example of the power of smart branding.
Not branding that stays in a presentation,
but branding that lives in stores, teams and the everyday lives of customers.
One brand.
Different languages.
One Fresh experience on the go.
