Sales Collateral / Social Assets + Trade Ads / Event Swag / Trade Show Booth DesignFresh Formulaics
Launching a new brand and product line to redefine freshness, safety, and sustainability in produce.
Work Led & Delivered:
Sales one-pagers + presentation design
Launch graphics for LinkedIn and trade media
Rollup banners + promotional print assets
Concept + design for event swag
Concept + design for trade show booths
Fresh Formulaics was established to introduce a new line of plant-based products designed to meet the produce industry’s toughest challenges: reducing spoilage, extending shelf life, and enhancing product appearance, all while reducing the need for harsh agricultural chemicals.
As the brand prepared for its debut at Berlin Fruit Logistica, Fresh Formulaics’ agency partner delivered the logo, brand positioning, and creative direction. Building on that foundation, we were responsible for developing all supporting assets, turning the strategy into sales and launch materials that would introduce the new brand to the market and establish credibility from day one.
The Challenge
Ahead of its official launch at Berlin Fruit Logistica, Fresh Formulaics needed a complete suite of promotional and sales materials to establish its market presence. While their agency partner delivered the logo, brand positioning, and creative direction, our task was to translate this foundation into tangible launch assets.
The challenge lay in simultaneously introducing Fresh Formulaics as a new brand and “Flair” as its first product, ensuring both were clearly positioned in a crowded and competitive industry.
The Approach
Building on the moodboard and direction provided by the agency, we designed and produced all necessary collateral for the launch. This included sales one-pagers, newsletters, rollup banners, branded swag, and launch graphics for LinkedIn and trade publications. At Fruit Logistica, the booth featured a dedicated section to give attendees a first look at the new product line, while visual consistency across every touchpoint reinforced the Fresh Formulaics identity. Our focus was on striking a balance between clarity and impact, presenting technical benefits in a way that felt approachable, premium, and aligned with the brand’s sustainable ethos.
The Impact
With every asset ready for Berlin Fruit Logistica, Fresh Formulaics entered the market with confidence and visibility. The launch laid a strong foundation for long-term growth, generating interest from retailers and partners alike. Since February 2025, the brand has earned multiple placements in trade media and participated in 5+ international trade shows, most recently Fruit Attraction in Madrid.
Together, these efforts have positioned Fresh Formulaics as a credible and innovative player in post-harvest solutions, setting the stage for its expanding product portfolio.
“Team, I wanted to drop you a note to recognize all your hard work launching the Fresh Formulaics portfolio of post-harvest solutions. I have heard a lot of positive feedback on how well this launch went, how positively our customers are responding to it, and how polished the execution was.
Alena, all the time you invested updating collateral, building sales assets, and getting our resources ready; came together to deliver a clean and professional first impression to our customers and the industry at large.
Peter Allen, VP Product Strategy and Management
“I want to take a moment to echo the appreciation for all your hard work in launching the Fresh Formulaics portfolio. The positive feedback from customers and the execution of this launch are a testament to your dedication and effort. I know this took countless hours of preparation, collaboration, many discussions at the executive level, and change management, and I truly appreciate everything you’ve done to bring this vision to life. Thank you for your hard work and for turning an idea into reality – fantastic job, team!
Luiz Beling, CEO
– This project was completed while Alena was associate creative director at Apeel Sciences –