BRAND LOCALIZATION

Fresh Bikes are an interactive brand experience connecting back to the local community and neighborhood of a store location. The first testing grounds took place in Fresh’s Hub of NYC at the flagship Union Square Store. Staying true to the ideals of the project,  partnering with “Workman’s Cycles” New York City’s oldest cyclist company to help build three bespoke bikes. To further the exploration, the Fresh Bikes were transformed to engage the community by collaborations with local artists, plant nurseries, and celebrates Fresh’s 25 years as a brand. Each bike transformation asked the consumer to participate and engage with the brand. It was a moment of discovery and sharing.