Repositioning a pioneering fast-casual chain through a modern visual identity, a distinct brand voice, and a streamlined customer experience.
Overcoming visual clutter and inconsistent brand touchpoints in an increasingly crowded urban fast-casual market.
As major metropolises adopt fast-paced lifestyles, active urban professionals demand quick, high-quality, and natural meal options. While Prime was among the first operators to offer preservative-free, daily-fresh food, years of incremental updates left different design concepts operating simultaneously across its locations. This fragmented image blurred Prime's market positioning, making it lose relevance against emerging coffee points, culinary shops, and ready-to-eat supermarket lines.
Prime partnered with Mildberry for a comprehensive brand refresh. The objective was to eliminate visual noise, articulate a clear promise of everyday freshness, and build a cohesive identity that resonated with demanding, time-conscious city dwellers.
Aligning core brand strategy, verbal communication, and retail environment packaging into a cohesive store system.
Mildberry re-engineered Prime’s identity from the ground up, turning every physical touchpoint into a direct reflection of the brand's quality standards.
We centered Prime’s positioning on providing daily-prepared, natural meals for fast-moving city residents. To bring this commitment to life, we developed a distinct brand voice—open, confident, and direct, that speaks candidly to customers through in-store messaging and packaging copy written from the perspective of the culinary team.
We replaced legacy visual clutter with a modern, restrained aesthetic using flexible typography, simple line elements, and a clean color palette. This minimalist system eliminates visual noise on store displays, helping hurried customers quickly identify ingredients and select their meals.
We applied the updated identity and messaging system across Prime’s physical footprint. This eliminated historical inconsistencies across locations and established a unified, cosmopolitan atmosphere throughout the entire venue network.
A modern, cohesive retail experience that reaffirmed Prime's status as a premier urban food operator.
Mildberry delivered a unified visual and verbal platform that successfully eliminated store-level brand fragmentation. By pairing an approachable brand voice with clear, clutter-free packaging design, the new system strengthened Prime’s retail presence and restored its appeal to active city professionals.
