FRESH.

The article deals with the successful branding strategy of Fresh, a business that has grown from a small soap shop into a popular cosmetics brand favored by celebrities. Particular focus is given to the packaging design of its products. Co-founder Alina Roytberg says their line was created to functionally fit into the life of the consumer with consideration for value, quality and reason. There is a plan by Fresh to expand to Europe and the U.S. West Coast.