The branding process started by defining the company’s values and deciding on a name. In order to find a name we conducted a workshop with the founders, brainstormed together and slowly narrowed down the options. Eventually we stuck to a German name, which underlines the regional production and differentiates the brand from competitors. The name Neuvonfrisch is a composition of the founders last names. „neu von frisch“ translates to „new from fresh“ which transports a positive, modern and progressive feel and incorporates the company’s brand values.