Fred Carriedo

The initiative was to create a simple and cohesive visual identity system for Amazon Fresh Prepared Foods that spanned across all Amazon Go hand-made food offerings. The solution is a modular black & white labeling system that lets delicious fresh prepared food be the hero. A custom hand-drawn font adds character and personality while enforcing what customers see through unique typographic lockups.

Currently in use at all Amazon Go stores.

• Branding & Corporate Identity
• Packaging Design
• Art Direction
• Typography
• Print Design