Website Design
Fresh’s website design makes me feel clean and calm. With simple sections, a white background, and soft blue tones, this creates a soothing atmosphere that mirrors the brand’s natural identity. It’s more than just a place to browse products, Fresh also takes the time to educate visitors about skincare, helping them make informed choices rather than pushing them to buy. Thoughtfully it provides gift guides and also makes it easier for shoppers to find what truly fits their needs. Throughout the site, imagery of flowers and botanicals reinforces the brand’s deep connection to nature and its use of clean, natural ingredients.
ETHOS
Fresh is a skincare brand born in Boston and grown in New York. It represents a lifestyle that blends science, nature, and emotion. Fresh builds trust by staying true to its values. According to its website, the founders of Fresh are still involved in day-to-day operations, demonstrating a kind of integrity, consistency, and pragmatic leadership often missing in the growth journey of many companies. The site describes how Fresh started as a small neighborhood shop and has now grown into a global brand—a transformation driven by genuine people and passion, which reflects their reliability.
The “Our Sustainability” section is also highlighted as a key part of the Fresh brand identity. Through initiatives such as the launch of eco-designed products in 2021 and partnerships with the Union for Ethical BioTrade (UEBT), Fresh demonstrates a serious commitment to ethical sourcing. Starting in 2022, the brand began using 100% recycled materials and ensuring responsible packaging practices—clear actions that show the company isn’t just talking about doing better, but is truly putting its words into practice.
PATHOS
On its website, Fresh has a section called “Our Promise” that uses stories and interviews to evoke emotion. “That’s a promise we’ve kept since 1991 and will always keep—with no compromises.” they write. “We’ve always done this because we respect your skin.” These promises offer customers a sense of safety and respect, which is deeply reassuring.
The interviews center around personal stories—Ndeye, for example, recalls her childhood and early exposure to media and beauty standards, which resonates strongly: “As a child growing up, taking that in, that’s what I saw…if there was someone who looked like me, they were the joke of the show.” This creates a powerful emotional connection, especially for those who have felt overlooked or stereotyped.
LOGOS
Fresh effectively uses logos by supporting its product quality with clear, evidence-based information. The brand explains its safety and formulation processes with specific, verifiable facts such as working with over 200 scientific experts, following international safety regulations, and banning hundreds of potentially harmful ingredients. It outlines a step-by-step development process that includes ingredient research, safety testing under dermatological supervision, and product development that can take up to six years. These details highlight the brand’s commitment to transparency and scientific rigor.
OVERALL
In conclusion, Fresh’s website and job description use rhetorical strategies:ethos, pathos, and logos,with clean, thoughtful design to appeal to potential candidates. The brand builds credibility (ethos) by highlighting its founders’ ongoing involvement, ethical sourcing, and sustainability efforts. It creates emotional resonance (pathos) through personal stories reflect care and inclusivity. Logical appeals (logos) are evident in the detailed explanations of product development and scientific rigor. Visually, the minimalist layout, soft colors, and natural imagery emphasised the brand’s identity and values. These elements present Fresh as a purpose-driven, transparent, and compassionate company,they are deeply attractive to job seekers looking for meaning and integrity in their work.