The American Frozen Food Institute are leading frozen food makers and retailers who have come together to tell simple truths about the quality, variety and healthfulness of frozen foods. Our brief was to help AFFI communicate to shoppers that the foods prepared in AFFI’s kitchen.
Working with the line “Frozen, How Fresh Stays Fresh” we built a design system that championed the freshness of frozen food. Using a color palette inspired by real food and an icon system that helped tell the story in a fun way, our frozen food world was warm and appetizing. Everything came together with the addition of beautifully photographed dishes on our site howfreshstaysfresh.com and accompanying mobile applications.