Since Kidfresh is attempting to carve out a new retail niche, "our work needed to define this offering in the consumer's mind in order to insulate the brand from future competition," says Addis Creson CD John Creson. "The healthy-lifestyle category is being recast as it goes mainstream, and it appeals to a broader range of audiences. With this transformation, the visual vernacular of 'healthy and natural' is changing, in line with consumer aspirations. For Kidfresh, we created a brand language that appeals to the sensibilities of the affluent parent while making healthy food fun for kids ? presenting 'healthy' as a vital component of a luxury lifestyle." A certain bold simplicity was in order, seen in the Century Gothic-based, custom-made lower-case logo and colorful fruit icons ? "a playful, contemporary palette that appeals to kids and adults," says Creson. In addition, the branding supplies a system of assets that can be developed as the company grows, he notes. The Kidfresh concept is expected to expand to other cities over the next 18 months. In the meantime, this being Manhattan, you can bet they deliver. See Kidfresh.com for more.