To develop Freshot's brand identity and strategy, we analyzed their ideal customers — working professionals seeking convenient, budget-friendly, hygienic food options. By studying quick-service food chains, we identified Freshot's unique advantage: their innovative use of robotics technology, enabling rapid service and consistent taste across all outlets. We came up with the core idea, "Always Reliable," reflecting Freshot's commitment to delivering consistently delicious, high-quality food through a clean and hygienic process.

The Freshot logo features a robotic arm that connects the words "fresh" and "hot," symbolizing the seamless fusion of technology and fresh food. The design also subtly incorporates a smile, reflecting the brand’s friendly and reliable nature.

To expand the freshot identity, we created a vibrant, colourful, and minimalistic system, ensuring the brand stands out even in crowded environments. The robotic hand, acted as a playful yet distinctive element, capturing the essence of Freshot, symbolising both technological innovation and the friendly nature of the brand.