Ceto Fresh

The Challenge

Ceto Fresh wanted to make buying fresh groceries simpler and more dependable across fish, chicken, and vegetables. The challenge was to make a digital-first service feel as trustworthy and familiar as the neighbourhood grocery experience.

The Insight

Technology was not the differentiator on its own. Trust was. Ceto needed to feel efficient and modern without losing the familiarity people associate with buying food.

The Strategic Decision

We built the identity around freshness, transparency, convenience, and trust. The visual language combines a simple digital approach with warmer cues that make the service feel accessible.

The Identity

A negative-space symbol brings together fish and chicken references, creating a mark that communicates the breadth of the offering without becoming literal. Rounded typography and a palette of green, turquoise, and yellow balance quality, reliability, and warmth.

The Implementation

The identity was translated across the mobile app, packaging, delivery materials, and marketing communications. The symbol remains recognisable at digital scale, while the colour and typography create consistency across the customer journey from browsing and ordering to receiving the product.

The Outcome

Ceto Fresh has a brand that connects digital convenience with the familiarity of everyday grocery shopping, making the service feel dependable, accessible, and easy to understand. The identity helps turn a functional transaction into a more familiar and trustworthy experience.