A new brand identity for a venture by Maersk and Danske Commodities to optimize containerized agricultural commodity flows.
Frey connects world-class infrastructure with a data-driven trading mindset and expertise to discover opportunities and increase efficiency through the supply chain. Black was asked to come up with an identity and digital presence that matches this mission and mindset.
Infrastructure Meets Data
During the creative process, one thing became clear: Frey is the connection and meeting point of infrastructure and technology. All visual and written communication has to succeed in the traditional industry context while embracing a fast and fluid digital-powered world.
The logo and visual elements capture the mission and mindset of Frey with clarity and optimism. An increased emphasis was laid on how the identity looked and worked on digital applications, and across an international audience. Frey’s operations are as global as its parent company, Maersk, and the brand has to make an impact in the Americas and Asia alike.
The result celebrates the mission and mindset of Frey as it continues to advance and optimize the global flow of grains and oilseeds.