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Freshfleet is a boxed lunch meal service located at the Navy Yard in Philadelphia. Drawing inspiration from the term "square meal," which some people attribute to sailors who ate off of square plates, Freshfleet provides healthy, well-balanced, delicious meals to the workers of over 150 companies. With online ordering through a simple app and pick-up locations at six points around the Navy Yard, Freshfleet provides accessibility and ease to both blue and white-collar workers.
Student work at Tyler School of Art and Architecture,
Bryan Satalino, Art Director
SOCIAL MEDIA POSTS
Freshfleet is making boxed lunches cool again—and making people’s lives easier while we’re at it.
ICON, WORD MARK, APP ICON
With branding that directly reflects the idea of a square meal by using squared buttons, monoline gridded information, and clean sans-serif fonts, the Freshfleet app is meant to be as organized and simple as possible. Also featured throughout the branding are illustrations of some of the ingredients used done in an organic cut paper technique, which brings in the hand-done feel of the chef-created meals.
With bright, playful colors that will stand out amongst the nature and architecture of the Navy Yard, as well as graphic contrast between photos and type, Freshfleet aims to connect to the younger workers of the Navy Yard. Not only is Freshfleet making their lives easier by providing a full meal in the most accessible way, but it's also doing it in an aesthetically pleasing way that makes lunches more enjoyable.
Freshfleet wants to keep the focus on the food and the ingredients, which is why packaging is mainly minimal with a singular color and clean text. The pick-up food trucks that are dispatched to different locations around the Yard are monotone, making them stand apart and instantly recognizable for customers picking up.
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