Joe Fresh

A Canadian Icon Gets a Global Makeover

For Joe Fresh, becoming Canada’s largest apparel brand was clearly just the starting point. Founded in 2006, the company quickly grew to over 350 locations throughout the country, offering stylish and accessible lifestyle fashion collections for women, men and children. However, in 2014 the retailer announced plans for a global expansion, with 225 stores to open in 29 countries across four continents, all by 2019.

Part of the Joe Fresh’s initial success was attributed to the retailer’s relationship to its parent, Loblaw Companies, and its physical connection to its network of supermarket locations. However, in the targeted new markets, the retailer does not have the benefit of the foot traffic from its grocery store cousin. Joe Fresh needed to ensure that all aspects its brand was firing on all cylinders in order for it to thrive in the hyper-competitive global fashion marketplace. Joe Fresh needed a refresh.

 Concrete undertook an audit of the entire Joe Fresh Brand – brand story, visual identity, and visual and verbal brand voice – and created a comprehensive set of brand standards that featured a bolder logo, whimsical language and more expressive on-figure photography. The first rollout of the revitalized brand was the summer 2015 campaign.


Brand Strategy / Brand Story / Visual Identity / Creative Direction / Packaging


The Joe Fresh brand identity saw a number of iterations over the past ten years.


The updated brand identity maintains the essence of previous marks, but projects a stronger image in all applications.







Joe Fresh Beauty

As a part of the rebrand,  a new concept  and  launch campaign for Joe Fresh Beauty – with fully reconsidered packaging, componentry and display – was created for rollout in Joe Fresh as well as Loblaws and Shoppers Drug Mart stores.