Brand Identity

Cut Fresh, LLC

Cut Fresh is a recent expansion of V. Marchese Brothers, a Milwaukee-based wholesale grocer that has been serving markets in the midwest for more than 100 years. Cut Fresh selects, and prepares and packages fresh produce for restaurants, grocery stores, delis, food trucks, institutional food service, caterers, and meal kit brands. They wanted a logo and brand identity that reflected the playful family nature that V. Marchese is known for, but with a more elevated sense to reflect the elevated attention food preparation requires. The solution is a logo that can be used in a wide range of applications, can support growth, and is easy to recognize, can reflect the color palette of fresh fruits and vegetables, and can exist across multiple promotions.