For more than 60 years, "Abels" has served as the go-to source for premium fresh fruit and vegetables. Their motto: "Quality without compromising".

This innovative and forward-thinking approach is implemented in the new design. The overall minimalistic visual language of this re-branding draws attention to the core of Abels: fresh fruit and vegetables. Clear cuts and geometric shapes are balanced with soft colors with different vibrancies to convey the brand’s transparent message: fast, good, and reliable. The simplistic typeface supports this philosophy and opts for a modern and straightforward impression which leaves room for change and progress.