Froster

Through a series of workshops, we observed, analysed and drew conclusions together. After all, you can only become what you want to be once you know exactly who you are.

It was important that Froster's soul remained intact throughout: providing the right service at the right time, wanting others to succeed and helping both clients and employees grow with genuine enthusiasm and dedication. We kept it simple by introducing a tagline that captures this spirit in two words: 'Winning together'.

Logo mark

We chose to keep the shape of the old Froster mark largely intact, making only a few small adjustments. There was nothing wrong with the mark, and retaining it meant we did not have to sacrifice its recognisability.

What we did overhaul was the Froster wordmark. The old wordmark used a serif typeface that did not match the minimal, straightforward character of the mark. The result is a simple, powerful logo that does not follow trends, but strives for timelessness.

Let's go back 40 years, to when Froster was founded under the name 'Rombouts Food International'. Traces of that era can still be found at Froster's premises. A distinctive shade of green appears at the building's entrance, while the old logo can still be seen on the door handle.

That particular green tells Froster's story like no other colour. To preserve the soul of the company, it had to remain an important part of the identity.

We expanded the colour palette with complementary tones, allowing for more creative expression without losing the distinctive Froster feel.

Froster's visual language uses arrows derived from the logo mark. By allowing the arrow to appear in different forms depending on the message, it becomes a recognisable element that extends across the entire brand.

The new Froster website is a true extension of the brand. It feels professional throughout, while leaving room for playful touches. All-in logistics takes centre stage, but visitors can also navigate easily to each individual service.

The careers section is equally important. Froster is growing, making the search for the right talent more important than ever. We made the application process as clear as possible while allowing the warmth of the family business to come through. Froster's products may be cold, but the atmosphere is anything but.

The new Froster website has become a true extension of the brand. It's designed and built with professionalism in mind, with room here and there for playful touches. All-in logistics takes center stage on the website, but the individual services are just as easy to navigate.

Just as important is the 'careers' section of the website. Froster is growing, and finding the right talent matters more than ever. That's why we laid out the application process as clearly as possible, letting the 'family business' feel speak for itself. Because as cold as Froster's products are, that's how warm the atmosphere is.