Fresh Express announces rebrand, launches 'Express Yourself' campaign

Fresh Express has refreshed its brand identity, including a modernized logo, redesigned packaging and a new strategic vision.

Fresh Express produces ready-to-eat salads, leafy greens, vegetables and fruits, with fresh salads in more than 100 different varieties.

“At Fresh Express, we believe our commitment to providing fresh, high-quality products isn’t just a promise — it’s a mindset,” said Fabian Pereira, vice president of marketing at Fresh Express. “This brand refresh honors our rich legacy while celebrating where we’re going. And it’s more than a new look — it’s an invitation for consumers to express themselves through bold flavors, vibrant ingredients and personalized salad creations. Our goal was to build deeper meaning and relevance for today’s consumer — especially Gen Z and competitive shoppers — without losing the trust of our loyal fans.” 

The brand’s red shield and leafy imagery have been elevated in the new logo, with a modernized handwritten wordmark and evolved color palette.

Fresh Express conducted extensive consumer testing — both qualitative and quantitative — to ensure the new visual identity resonated with is consumers. Consumers preferred the new design 2-to-1 over the previous iteration and cited stronger connections to key brand attributes like taste, health and freshness​.

The refreshed packaging was developed in partnership with award-winning New York-based branding agency Sterling Brands. Changes include enlarged product windows, simplified typography and a cohesive color system.

“We are proud to have played a role in the Fresh Express brand transformation. As customers continue to seek out options that support healthy habits, Fresh Express stands out in bold and exciting ways — reasserting their expertise and authority across the category,” said David Israel, chief creative officer at Sterling Brands.

“Our packaging now reflects what consumers already feel: Fresh Express brings joy to the table,” Pereira added. “This is more than a design change — it’s a bold celebration of the flavor, freshness and creativity that make our salads special.” 

The updated visual identity will begin appearing on shelves nationwide starting May 9, with additional activations to follow as part of the broader “Express Yourself” campaign, which launched in April. The national, multi-platform, multi-phased brand initiative is "designed to celebrate individuality, spark creativity and reimagine salads as a personal canvas for self-expression."

The campaign rollout kicks off this spring across streaming TV, paid social and digital through a series of videos and creator partnerships.

"With Express Yourself, we're inviting consumers to rediscover the joy of creating in the kitchen," Pereira said. "Our salads are more than fresh and convenient — they're a way for people to showcase their personality through flavor. Whether it's a classic Caesar or a bold Southwest, every bite becomes a creative act."

The campaign includes social media advertisements, an anthem video, engaging with culinary content creators and the Express Yourself Recipe Contest. for the most unique and expressive recipes using Fresh Express salads.

Open to U.S. residents ages 18 and older, the contest runs April 14 through June 1, 2025. Enter by posting a photo or video of your salad creation using #ExpressYourselfContest on Instagram, or by uploading it here. Limited to one entry per person per day with unique content. Prizes include Fresh Express salad coupons, gift cards and more. Winners will be selected via random drawing.

For more information and to enter the Express Yourself Recipe Contest, click here and follow Fresh Express on Instagram, Facebook, Pinterest, YouTube and X.