Fresh Basket is a socially-driven delivery app that was born in response to the economic challenges faced by local Mexican farmers during the COVID-19 pandemic. Many supermarkets either stopped purchasing produce or significantly reduced prices, leaving farmers with unsold goods and no fair compensation. At the same time, consumers were receiving incomplete or underweighted grocery deliveries. Fresh Basket was created to solve both issues by providing “Kilos de a kilo” — full, fair deliveries — while supporting local producers.

This page is part of my Fresh Basket branding and design portfolio, which reflects the full creative process I led: from concept to execution.

I was responsible for the complete branding, including logo design, color palette, typography, visual tone, and the packaging used in every delivery box. I also redesigned the app interface to improve user experience and trust, ensuring a smooth purchase and delivery process for customers of all ages.

Additionally, I produced the visual assets for social media, including daily Instagram content, branded quotes, courtesy cards, and promotional materials. All visuals followed a consistent visual tone: natural, warm, and community-focused.

Among the physical applications, I designed vehicle wraps, eco-friendly boxes, and printable thank-you cards with quotes from Olaf (Frozen) and Coco Chanel — adding a touch of emotion and relatability for customers.

This project allowed me to explore the power of design in creating meaningful change. Fresh Basket became not just a service, but a movement that celebrated sustainability, fair trade, and human connection.